MCI USA completely reinvented the show, giving it a new name and a new brand that encompassed everything from logo to website to marketing materials. We also created education and engagement spaces on the show floor, including a 350-seat, glass-walled theater that offered executive-leadership programming in the morning and served as a tech hub in the afternoon; a 50- to 60-seat learning lab where exhibitors presented information on new products and solutions; and an eight-seat knowledge bar featuring a variety of subject-matter experts.


Results:

  • Attendee ROI increased by 13 points and exhibitor ROI increased by 17 points over the previous year, while exhibitor rebook tripled.
  • The number of exhibiting companies for this year’s show is up 20% over last year.
  • The theater, learning lab, and knowledge bar were well attended — in some cases standing room only — throughout the show.