The IMEX Group has partnered with UK-based creative agency Smyle to produce a series of digital activations leading up to IMEX America show in Las Vegas in November.
The full programme, which will run between May and September, will be announced next month.
The new concept, the IMEX team says, is designed to give tangible business value to IMEX’s buyer and supplier audiences who have now missed a year of face-to-face tradeshows. It also aims to unlock fresh business opportunities and attract a new online audience.
Carina Bauer, CEO of the IMEX Group, says: “Where 2020 was all about massive disruption and creativity in the face of chaos, in 2021 we’re focused on delivering digital experiences that generate business momentum and connections as we look towards IMEX America in November.
“Together with Smyle, and having learned huge lessons from PlanetIMEX, we’re planning a four-month activation with two clear advantages for the industry. First, it will be a time and a place for buyers and suppliers to build networks, nurture business leads and enjoy a sense of community and camaraderie. Second, for those who wish to use it this way, it will be a springboard for face-to-face engagement at IMEX America. Our partnership with Smyle, with their strong creative heritage, will enable us to deliver this ‘best of both worlds’ in a way that’s powerful, relevant and responsive to current business needs.”
Dominic Thomas-Smith (pictured), managing director of Smyle, adds: “We’re really excited to be working with the IMEX Group in building an all-new communications platform for event professionals globally. The boundaries of digital know no limits – we can’t wait to bring innovative thinking and a load of creativity to deliver engaging, interesting and rewarding experiences for all who participate.”
IMEX America takes place 9–11 November 2021 at its new home of Mandalay Bay in Las Vegas.