{"id":3331,"date":"2022-10-15T14:43:00","date_gmt":"2022-10-15T14:43:00","guid":{"rendered":"https:\/\/www.encoreglobal.com\/?post_type=case-study&#038;p=3331"},"modified":"2025-05-12T18:46:23","modified_gmt":"2025-05-12T18:46:23","slug":"break-free-imex-america-2022","status":"publish","type":"case-study","link":"https:\/\/www.encore-emea.com\/es\/event-planning-resources\/case-studies\/break-free-imex-america-2022\/","title":{"rendered":"BREAK FREE: IMEX America 2022"},"content":{"rendered":"<div class=\"custom-block padding--bottom \" > <div class=\"breadcrumb-container\"><div class=\"container\"><nav class=\"breadcrumb\"><div class=\"breadcrumb__home\"><a href=\"https:\/\/www.encore-emea.com\/es\/\"><span class=\"breadcrumb__home__icon\"><svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"24\" height=\"24\" viewBox=\"0 0 24 24\" fill=\"none\"><path fill-rule=\"evenodd\" clip-rule=\"evenodd\" d=\"M12.1919 7.02537C12.0673 6.99154 11.9325 6.99154 11.8079 7.02537C11.7896 7.03034 11.7359 7.04697 11.5943 7.14418C11.4414 7.24911 11.2514 7.40082 10.9417 7.64961L7.1004 10.7346C6.73765 11.026 6.70113 11.0657 6.68057 11.0936C6.64692 11.139 6.62568 11.1841 6.61376 11.226L6.61333 11.2279C6.61333 11.2279 6.61235 11.2327 6.6115 11.2386C6.60971 11.2509 6.60718 11.2733 6.60506 11.3128C6.60033 11.4008 6.6 11.517 6.6 11.7234V17H9.4V15.0628C9.4 13.6205 10.6465 12.5943 12 12.5943C13.3535 12.5943 14.6 13.6205 14.6 15.0628V17H17.4V11.7234C17.4 11.5175 17.3996 11.4012 17.3948 11.3135C17.3927 11.2742 17.3901 11.2517 17.3883 11.2393C17.3874 11.2333 17.3864 11.2283 17.3864 11.2283L17.3859 11.226C17.3734 11.1821 17.352 11.1373 17.3197 11.0936C17.2991 11.0658 17.2626 11.0261 16.8998 10.7346L13.0598 7.65062C12.7496 7.40152 12.5593 7.24956 12.4062 7.14448C12.2643 7.0471 12.2104 7.03038 12.1919 7.02537ZM19.4 17V11.7234C19.4 11.699 19.4 11.6744 19.4001 11.6498C19.4007 11.3339 19.4013 11.0009 19.3094 10.6784C19.2298 10.3987 19.0999 10.1372 18.9277 9.9043C18.7319 9.63963 18.4719 9.43143 18.2108 9.22229C18.1912 9.20663 18.1717 9.19097 18.1521 9.17528L14.2876 6.07159C14.0103 5.84887 13.7608 5.64843 13.5378 5.49541C13.297 5.33019 13.0335 5.18143 12.7159 5.09521C12.2482 4.96826 11.7517 4.96826 11.284 5.09521C10.9665 5.1814 10.7031 5.33011 10.4626 5.49518C10.2401 5.64788 9.99113 5.84782 9.71468 6.06987L5.84804 9.17528C5.8286 9.19089 5.80915 9.20647 5.78971 9.22204C5.52834 9.43135 5.26837 9.63955 5.07256 9.9043C4.90155 10.1355 4.7704 10.3967 4.69019 10.6784C4.59861 11.0001 4.59927 11.3329 4.5999 11.6467C4.59995 11.6724 4.6 11.698 4.6 11.7234V17H4C3.44772 17 3 17.4477 3 18C3 18.5523 3.44772 19 4 19H20C20.5523 19 21 18.5523 21 18C21 17.4477 20.5523 17 20 17H19.4ZM12.6 17V15.0628C12.6 14.883 12.4138 14.5943 12 14.5943C11.5862 14.5943 11.4 14.883 11.4 15.0628V17H12.6Z\" fill=\"#1F1646\"\/><\/svg> <\/span><span class=\"breadcrumb__home__name\">Home <\/span><\/a><span class=\"delimiter\">\/<\/span><\/div><div class=\"breadcrumb__parents\"> <button class=\"text breadcrumb__parents__menu\">&#8230; &nbsp;\/<\/button><\/div><div class=\"breadcrumb__dropdown shadow\"><\/div><div class=\"breadcrumb__current\"><span>BREAK FREE: IMEX America 2022<\/span><\/div><\/nav><\/div><\/div> <\/div>\n\n<div class=\"custom-block \" > <div class=\"decoration mobile-hide\" data-theme=\"midnight-elegance\" ><div class=\"container\"><div class=\"shapes style--0 position-right\" style=\"top: 140px\"><svg width=\"133\" height=\"91\" viewBox=\"0 0 133 91\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M9.87022 19.5547L19 28.5581L9.87022 37.5615L0.740437 28.5581L9.87022 19.5547Z\" fill=\"var(--color2)\"\/><path d=\"M47.9562 0.000174339L71 22.7251L47.9562 45.45L24.9124 22.7251L47.9562 0.000174339Z\" fill=\"var(--color2)\"\/><path d=\"M38.9138 55.1376L53 69.0288L38.9139 82.92L24.8277 69.0288L38.9138 55.1376Z\" fill=\" var(--color3)\"\/><path d=\"M96.7761 19.3633L133 55.0859L96.776 90.8086L60.5521 55.0859L96.7761 19.3633Z\" fill=\"var(--color1)\"\/><\/svg><\/div><\/div><\/div> <\/div>\n\n<div class=\"custom-block padding--bottom \" ><div class=\"container container--sm\"> <div class=\"single-resource-hero\" id=\"block_21c20ad0cd54e862cdf2024237112452\" data-theme=\"midnight-elegance\"><div class=\"container container--sm\"><div class=\"row align-center justify-between mobile-reverse\"><div class=\"col-12\"><div class=\"resource-hero__content\"> <h1 class=\"title headline\" data-pinnable>BREAK FREE: IMEX America 2022\n<\/span><\/h1>  <span class=\"eyebrow eyebrow--sm resource-hero__content__date\">octubre 15, 2022 <\/span>    <\/div><\/div><div class=\"col-12\"> <div class=\"wrap-image  wrap-video  wrap-image--fill  wrap-video--margin\" id=\"video-block_21c20ad0cd54e862cdf2024237112452\" data-pinnable><template v-if=\"!isPlaying\"> <div class=\"play-btn\" @click=\"playVideoClick\"><svg width=\"18\" height=\"20\" viewBox=\"0 0 18 20\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M5.80014 2.30273C4.22495 1.3933 3.43658 0.938714 2.7903 1.00664C2.22659 1.06589 1.71495 1.36175 1.38178 1.82031C0.999943 2.34586 0.999943 3.25473 0.999943 5.07236L0.999942 14.7753C0.999942 16.5929 0.999942 17.5017 1.38178 18.0272C1.71495 18.4858 2.22659 18.7818 2.7903 18.841C3.43658 18.9089 4.22495 18.4545 5.80014 17.5451L14.2001 12.6953C15.7753 11.7859 16.5628 11.331 16.8271 10.7373C17.0576 10.2195 17.0576 9.62783 16.8271 9.11002C16.5629 8.51661 15.7754 8.06197 14.2016 7.15329L5.80014 2.30273Z\" stroke=\"white\" stroke-width=\"2\" stroke-linecap=\"round\" stroke-linejoin=\"round\"\/><\/svg><\/div><\/template>  <div class=\"video-player\" ref=\"iframe\" data-vimeo-url=\"https:\/\/player.vimeo.com\/video\/861371835?badge=0&amp;autopause=0&amp;player_id=0&amp;app_id=58479\" data-vimeo-autoplay=\"true\" data-vimeo-muted=\"true\"><\/div> <\/div><\/div><\/div><\/div><\/div><\/div><\/div> <\/div><\/div>\n\n<div class=\"custom-block \" ><div class=\"container container--sm\"> <div class=\"text-block\"><div class=\"container container--fluid\"><div class=\"\">  <div class=\"text\" data-pinnable><p> \tThe pandemic forced the meeting and event industry to hit the pause button. In that pause, the industry was given the opportunity to rethink how things are conventionally done to see how we might improve. Why is that necessary? Let\u2019s see where conventional thinking has gotten us:<\/p>\n<ul>\n<li>The average event participant contributes almost a quarter of a metric ton of CO2 emissions per day at a conference.<\/li>\n<li>70 percent of event speakers worldwide are men.<\/li>\n<li>58 percent of managers say they must reinvent their organization to survive, yet 75 percent of transformation efforts fail to deliver.<\/li>\n<li>Attention spans \u2014 thanks to mobile devices \u2014 are only eight seconds long, yet conference programs are still filled with hour-long lectures.<\/li>\n<\/ul>\n<p>Clearly, it\u2019s time to break free of industry norms so we can overcome these challenges. How can meeting and event professionals find solutions to these challenges? Design thinking.<\/p>\n<p><em><strong>\u201cDesign thinking is one of the most powerful ways that event professionals can approach their events,\u201d said Anthony Vade, Encore event experience strategy director. \u201cIt allows us to navigate the complexities that exist in our stakeholder relationships to find the most elegant solution to create the change that events need to create.\u201d<\/strong><\/em><\/p>\n<p>To generate awareness, conversations and potential solutions, Encore partnered with IMEX America to create an immersive BREAK FREE booth on the <a href=\"https:\/\/eturbonews.com\/imex-america-designing-immersive-activations-to-spark-change\/\" target=\"_blank\" rel=\"noopener\">IMEX America<\/a> show floor.<\/p>\n<\/div><\/div><\/div><\/div> <\/div><\/div>\n\n<div class=\"custom-block \" ><div class=\"container container--sm\"> <div class=\"text-block\"><div class=\"container container--fluid\"><div class=\"\"><h3 class=\"headline title title--md\" data-pinnable>What we were trying to achieve<\/h3>  <div class=\"text\" data-pinnable><p>Goals for this journey of transformation were to:<\/p>\n<ul>\n<li>Encourage the industry to challenge the status quo.<\/li>\n<li>Show participants that they can break free from whatever is holding them back.<\/li>\n<li>Spotlight the themes of connection, inspiration and collaboration.<\/li>\n<li>Connect participants with the Encore team and get them talking about topics that impact organizations, local communities and the world.<\/li>\n<\/ul>\n<\/div><\/div><\/div><\/div> <\/div><\/div>\n\n<div class=\"custom-block \" ><div class=\"container container--sm\"> <div class=\"text-block\"><div class=\"container container--fluid\"><div class=\"\"><h3 class=\"headline title title--md\" data-pinnable>Our approach<\/h3>  <div class=\"text\" data-pinnable><p>Encore utilized its strategy and creative process to map the attendee journey and design the experience. The starting point was IMEX\u2019s stated goals for the event. The themes for Smart Monday\u2019s education were \u2018connection, community and belonging.\u2019 And IMEX had strong sustainability initiatives, focusing on offsetting carbon emissions and diverting waste from landfills to create a \u2018zero-waste\u2019 event. From here, Encore initiated its design thinking process.<\/p>\n<ul>\n<li>The Encore Strategy team used tools to unlock empathy and analyze stakeholder needs.<\/li>\n<li>Once stakeholder needs were defined, the experience designed focused on how to fulfill them by making design choices that would elicit human emotion, drive interaction and spark meaningful conversation while delivering on IMEX partnership goals.<\/li>\n<li>The Encore Creative team conceived, designed, wrote and produced the content, including a video in the second room, which was displayed on a 12-ft. high, 180-degree LED screen.<\/li>\n<li>The Encore Sales Engineering and Application Development teams collaborated to customize its\u00a0<a href=\"https:\/\/www.encore-emea.com\/chime-live-engagement-platform\/\">Chime Live Engagement Platform<\/a>\u00a0to create engagement opportunities and collect data for the Sales and Marketing teams. The platform was used to drive engagement from poling attendees to create real-time word clouds to providing attendees the opportunity to visualize IR-generated content, Encore\u2019s Chime Live platform was the experience platform glue.\u00a0<b>Click below to read the BREAK FREE Survey Results below.<\/b><\/li>\n<\/ul>\n<\/div><\/div><\/div><\/div> <\/div><\/div>\n\n<div class=\"custom-block padding--bottom-lg \" > <div class=\"custom-button\"><div class=\"container container--fluid\"><div class=\"button-container centered\">  <a href=\"https:\/\/cdn.encoreglobal.com\/wp-content\/uploads\/2022\/11\/15224814\/2022-IMEX-Survey-Results-Infographic-final_ps.png\" target=\"\" class=\"btn btn-primary\"><span class=\"btn__text\">Break Free Survey Results<\/span>  <svg class=\"js-downloadSVG\" width=\"24\" height=\"24\" viewBox=\"0 0 24 24\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" aria-labelledby=\"svgTitle svgDesc\"> <title id=\"svgTitle\">arrow right<\/title> <desc id=\"svgDesc\">arrow right icon<\/desc> <path fill-rule=\"evenodd\" clip-rule=\"evenodd\" d=\"M12.2859 7.29993C12.6726 6.90556 13.3057 6.89929 13.7001 7.28593L17.7001 11.2075C17.8919 11.3956 18 11.6529 18 11.9216C18 12.1902 17.8919 12.4476 17.7001 12.6356L13.7001 16.5572C13.3057 16.9438 12.6726 16.9376 12.2859 16.5432C11.8993 16.1488 11.9056 15.5157 12.2999 15.1291L14.5516 12.9216H7C6.44772 12.9216 6 12.4739 6 11.9216C6 11.3693 6.44772 10.9216 7 10.9216H14.5516L12.2999 8.71407C11.9056 8.32743 11.8993 7.6943 12.2859 7.29993Z\" fill=\"#1F1646\"\/><\/svg>  <\/a> <\/div><\/div><\/div> <\/div>\n\n<div class=\"custom-block \" ><div class=\"container container--sm\"> <div class=\"text-block\"><div class=\"container container--fluid\"><div class=\"\">  <div class=\"text\" data-pinnable><p>To align with IMEX America\u2019s zero-waste event initiative, the Encore team made conscious decisions to reduce waste within the booth space:<\/p>\n<ul>\n<li>Using reusable printed items<\/li>\n<li>Replacing traditionally printed items with projected or digital content<\/li>\n<li>Using reusable pipe and drape rather than carpet or built walls<\/li>\n<li>Using water bubblers instead of water bottles<\/li>\n<li>Refraining from giving away SWAG items<\/li>\n<li>Serving bar drinks from recycled and alternative materials<\/li>\n<\/ul>\n<\/div><\/div><\/div><\/div> <\/div><\/div>\n\n<div class=\"custom-block padding--bottom \" >  <div class=\"testimonials testimonials--centered \"><div class=\"container container--fluid\"><div class=\"row align-center justify-center\"><div class=\"col-md-10\"><div class=\"title title--sm font--purple\" data-pinnable><p><em>\u201cThe experience for me was really about a conversation and how we break free from the surface-level conversations and get a lot deeper,\u201d said Ashley Lawson, vice president of business partnerships, Achieve Incentives &amp; Meetings. \u201cWe have the power to make changes and going through this experience, this exhibit, we can break through the surface-level conversations of sustainability, DE&amp;I, and get a heck of a lot deeper to talk about the actions that we can take to actually make change.\u201d<\/em><\/p>\n<\/div>  <\/div><\/div><\/div><\/div> <\/div>\n\n<div class=\"custom-block \" ><div class=\"container container--sm\"> <div class=\"text-block\"><div class=\"container container--fluid\"><div class=\"\">  <div class=\"text\" data-pinnable><p>Industry influencer\u00a0<a href=\"https:\/\/www.linkedin.com\/feed\/update\/urn:li:activity:6988180268385779712\/\" target=\"_blank\" rel=\"noopener\">Julius Solaris<\/a>\u00a0shared in his social recap of BREAK FREE at IMEX America:\u00a0<strong>\u201cGo big or go home. Without a shadow of a doubt, the exhibit game\u2019s absolute winner was Encore with its BREAK FREE activation. A monumental experiential journey.<\/strong>\u00a0It could have been less brainy at times with the six QR codes to scan, but it doesn\u2019t matter. Showing up with this level of bravery matters. I see you there thinking: \u2018But they must have spent millions!\u2019 Some booths may have spent even more than them but aligning the presence with the message is everything.\u201d<\/p>\n<p>Other results:<\/p>\n<ul>\n<li>More than 900 people experienced the Break Free activation at IMEX America.<\/li>\n<li>Nine media outlets, including\u00a0<a href=\"https:\/\/www.mpi.org\/blog\/article\/imex-america-2022-day-1-breaking-free\" target=\"_blank\" rel=\"noopener\">MPI<\/a>,\u00a0<a href=\"https:\/\/meetings.skift.com\/imex-america-2022-celebrates-meetings-comeback\/\">Skift<\/a>,\u00a0<a href=\"https:\/\/www.smartmeetings.com\/event\/145409\/imex-2022-pathways-to-clarity-showcased-sustainability-and-mental-wellness\" target=\"_blank\" rel=\"noopener\">Smart Meetings<\/a>\u00a0and Meetings Today, provided media coverage of the booth during IMEX America.<\/li>\n<li>Encore reached all eight of its top-tier trade targets, including all major industry media, which will provide coverage on Encore and its\u00a0<a href=\"https:\/\/www.mpi.org\/blog\/article\/imex-america-2022-day-1-breaking-free\" target=\"_blank\" rel=\"noopener\">MPI<\/a>\u00a0through Q1 2023.<\/li>\n<li>To deepen the connection between the BREAK FREE experience and industry customers, Encore is releasing a Break Free from Conventional Thinking guidebook with chapters being released in November and December 2022.<\/li>\n<li><a href=\"https:\/\/www.encore-emea.com\/\">Encore<\/a>\u00a0successfully delivered the message to venue partners and meeting and event participants that it is an important industry partner that can provide end-to-end solutions, deliver transformative experiences and help industry professionals manage rising costs with its innovative solutions.<\/li>\n<\/ul>\n<\/div><\/div><\/div><\/div> <\/div><\/div>\n\n<div class=\"custom-block padding--bottom \" > <div class=\"text-block\"><div class=\"container container--fluid\"><div class=\"\"><h3 class=\"headline title title--md\" data-pinnable>Continuing the conversation<\/h3>  <div class=\"text\" data-pinnable><p>Encore does more than start conversations. It also cares about walking the talk. One example is around sustainability and how Encore is deepening its commitment beyond offering sustainable options for event technology.<\/p>\n<p>Company-wide, Encore is finalizing our 2021 Global GHG emission footprint so it has a baseline to put goals around, including ones that involve our in-property inventory and operations. Looking ahead to 2023, Encore will put its first electric vehicle (EV) trucks on our fleet and install a solar farm at our largest U.S. facility in Washington, D.C. to offset power consumption for that location and return excess energy to the grid.<\/p>\n<\/div><\/div><\/div><\/div> <\/div>\n\n<div class=\"custom-block \" > <div class=\"decoration mobile-hide\" ><div class=\"container\"><div class=\"shapes style--1 position-left\" style=\"\"><svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"198\" height=\"139\" viewBox=\"0 0 198 139\" fill=\"none\"><path d=\"M95.436 92.7501L72.3226 115.866L95.436 138.982L118.549 115.866L95.436 92.7501Z\" fill=\"#00BFDE\"\/><path d=\"M49.2742 0.750226L-0.000610352 50.0303L49.2743 99.3103L98.5491 50.0303L49.2742 0.750226Z\" fill=\"#1B75BC\"\/><path d=\"M146.992 77.7501L132.434 92.3093L146.992 106.869L161.549 92.3093L146.992 77.7501Z\" fill=\"#A7549F\"\/><path d=\"M132.381 0.749976L106.213 26.9207L132.381 53.0913L158.549 26.9207L132.381 0.749976Z\" 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10.9216H14.5516L12.2999 8.71407C11.9056 8.32743 11.8993 7.6943 12.2859 7.29993Z\" fill=\"#1F1646\"\/><\/svg> <\/a><\/div><\/div><\/div><\/div><\/div> <\/div><\/div>\n\n<div class=\"custom-block padding--bottom \" ><div class=\"container\"> <div class=\"custom-html-container\"><hr><\/div> <\/div><\/div>\n\n<div class=\"custom-block padding--bottom \" ><div class=\"container container--sm\"> <div class=\"related-content-cards\" data-locked><div class=\"container\"><div class=\"related-content-cards__headline\">  <h2 class=\"title title--md\">Related Case Studies<\/h2><\/div><div class=\"cards-grid\"><div class=\"card\"><a href=\"https:\/\/www.encore-emea.com\/es\/event-planning-resources\/case-studies\/facebook-global-sales-marketing-meeting\/\"><div class=\"card__image\"><picture><source media=\"(min-width: 400px)\" srcset=\"https:\/\/www.encore-emea.com\/wp-content\/uploads\/2025\/02\/casestudy-facebook-global-sales-marketing-meeting-1-1200x800.webp\" type=\"image\/webp\"><source 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