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Brand-building outside the box

It’s time to think differently. Audiences are tired of the status quo, so brands need to stay one step ahead of the pack in a constantly evolving world. Challenging the traditional event approach and shaking things up demonstrates a commitment to fresh approaches and encourages event growth.

Reinventors in Action:

  • To demonstrate how it can serve as both a work and life partner, American Express set up “service center” spaces at CES, but outside the convention center, with amenities specifically catered to attendee needs.
  • At SXSW, ADP sponsored the “Future Workplace” track and created The Commons, a community space to encourage attendee engagement. The custom exhibit offered space to relax, recharge, and be inspired.
  • To promote interaction, the European Academy of Allergy and Clinical Immunology (EAACI) Congress swapped traditional Q&A sessions for C&Is (Conversations and Input) in small groups. The move reaped such incredible results that Q&As were permanently replaced by C&Is.
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