"Your boarding pass to Transformation. Departure: 20–22 May. Destination: IMEX Frankfurt."
The Idea
For IMEX Frankfurt 2025, the booth embraced the theme 'Transformation Takes Flight', a campaign built around the idea of a journey. The ambition was to create an immersive experience that enabled meaningful connections and facilitated high-value conversations. The theme centred on overcoming obstacles and enhancing event experiences that would guide attendees towards innovation, transformation and engagement.
The booth journey was structured around three key destinations: Innovation, Engagement and Transformation. Each destination featured dedicated team members who guided visitors through the experience, offering tailored insights and creating meaningful, solution-led conversations aligned to their specific event objectives.
At the heart of the booth was the Content Cockpit, a dynamic hub for learning and conversation. Intimate educational sessions, led by industry experts, provided practical insights into managing budgets, boosting ROI, navigating sustainability and overcoming adversity. Sessions included:
- Thriving in the AI Era: Non-obvious Ways to Design a People-first AI Strategy
- Maximising Production Budgets to Deliver Memorable Messages
- Discover the Future of Events: Megatrends and Their Impact
- People: The Overlooked Pillar of Sustainable Events
- Elevating Events Through Sustainable Partnerships: Exploring the ESG Landscape
Supporting the experience was Encore's Frequent Flier Experience, delivered through a dedicated digital hub. This platform enabled attendees to connect, schedule meetings, collect miles, check their itinerary and maximise their time at the booth. Opportunities to earn miles were integrated throughout the experience, where partners across the exhibition floor displayed QR codes that visitors could scan to obtain points. By planning their IMEX journey in advance and building Frequent Flier Miles, attendees could unlock access to the exclusive Encore Executive Lounge, a space designed for relaxation, reflection and thought-provoking discussion.
The Reality
The booth showcased the latest in event technology: a new Absen LED screen (2.5mm, 500 panels at 200 by 200 pixels), a translucent Muxwave Lucy screen (3.91mm, 256 by 256 pixels), and Ghost OLED multi-touch screens providing interactive touchpoints, enabling attendees to explore solutions first-hand.
The Chime digital hub guided attendees through personalised journeys, allowing them to select a destination of Innovation, Engagement or Transformation. Each journey curated relevant content, thought leadership sessions and networking opportunities aligned to their interests, a structured points system encouraging deeper engagement across the entire exhibition.
Beyond the technology, the booth created opportunities to reconnect with global venue partners, engage new clients and demonstrate cutting-edge production capabilities. Attended by thousands of event professionals, the campaign generated significant ROI and represented Encore's most ambitious conference presence to date.