{"id":573,"date":"2024-01-08T23:08:00","date_gmt":"2024-01-08T23:08:00","guid":{"rendered":"https:\/\/www.encoreglobal.com\/?post_type=case-study&#038;p=573"},"modified":"2025-05-12T18:45:08","modified_gmt":"2025-05-12T18:45:08","slug":"break-free-imex-america-2023","status":"publish","type":"case-study","link":"https:\/\/www.encore-emea.com\/es\/event-planning-resources\/case-studies\/break-free-imex-america-2023\/","title":{"rendered":"Fostering Inclusion and Belonging at IMEX America 2023"},"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>Fostering Inclusion and Belonging at IMEX America 2023<\/span><\/div><\/nav><\/div><\/div> <\/div>\n\n\n\n<div class=\"custom-block padding--bottom \" > <div class=\"single-resource-hero\" id=\"block_53d4391adae3d9da0ed7e2955e984f43\" data-theme=\"midnight-elegance\"><div class=\"wrap-shapes\"><div class=\"container\"><div class=\"shapes\"><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 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>Fostering Inclusion and Belonging at IMEX America 2023\n<\/span><\/h1>  <span class=\"eyebrow eyebrow--sm resource-hero__content__date\">enero 08, 2024 <\/span>    <\/div><\/div><div class=\"col-12\"> <div class=\"wrap-image  wrap-video  wrap-image--fill  wrap-video--margin\" id=\"video-block_53d4391adae3d9da0ed7e2955e984f43\" 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\/892091402?h=9912a32e7d#t=\" data-vimeo-autoplay=\"true\" data-vimeo-muted=\"true\"><\/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=\"\"><h3 class=\"headline title title--md\" data-pinnable>Objective<\/h3>  <div class=\"text\" data-pinnable><p>IMEX America is the largest trade show in the U.S. for the meetings and events industry. Its 2023 event attracted a record 15,000 meeting and event professionals, visitors and exhibitors.\u00a0Encore joined forces with IMEX America for the second year in a row to deliver an experience showcasing how meeting professionals can change the world through everyday event decisions.\u00a0The vision for the 2023 activation? Breathe life into conversations around fostering inclusion and belonging through human-centered design.<\/p>\n<p>\u201cIt\u2019s really important to our customers, when they get their communities together, to find ways to connect with the human element of who they are both personally and professionally,\u201d explains Encore President and CEO, Ben Erwin.<\/p>\n<p>The way Encore fostered discussions around this theme was as intentional as the theme itself. Armed with industry-leading insights, the team knew:<\/p>\n<ul>\n<li>93% of planners are likely to use immersive technology to engage attendees<\/li>\n<li>85% of planners believe that immersive experiences foster greater attendee engagement<\/li>\n<li>83% of planners think the technology that delivers immersive experiences would enhance their event ROI<\/li>\n<\/ul>\n<p>Tailoring their approach to planners, Encore crafted immersive storytelling\u00a0with\u00a0its\u00a0<em>Break Free: Continuing the Journey<\/em>\u00a0activation,\u00a0showcasing\u00a0tools and tech\u00a0planners could integrate into their own events to make them more accessible\u00a0to all participants.<\/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>Solution<\/h3>  <div class=\"text\" data-pinnable><p>In order for\u00a0visitors to actively feel the value of designing for belonging and inclusion, the Encore team\u00a0transformed a 5,600-sq. ft. environment into a fully immersive experience using a range of technology solutions.<\/p>\n<p>Once show-ready, the activation offered an immersive theater with visual and hearing assistance tools, a\u00a0<em>Think Easy\u00a0<\/em>commitment and community space, and a zone where attendees could playfully explore new ideas and technology. Each aspect of the activation was designed with intention, leveraging planners\u2019 interest in immersion to forge meaningful connections, foster engagement and enhance the ROE of events.<\/p>\n<p><strong>To make the maximum impact, they:<\/strong><\/p>\n<ul>\n<li>Activated multiple senses through scent, lighting, sound, touchscreens and other technologies to improve participant engagement, enhance learning and increase information retention<\/li>\n<li>Created diverse open-flow environments by hanging 50 custom rigging hooks, which supported everything from audiovisual equipment to custom builds to space-defining draping<\/li>\n<li>Produced an immersive theater experience by:\n<ul>\n<li>Cutting 16:9 screens to create a single, connected wrap-around screen for visual storytelling<\/li>\n<li>Conceiving, designing, writing and producing media content for the immersive theater that explored how human-centered event design creates inclusive experiences and elevates belonging<\/li>\n<li>Seamlessly delivering the content by stacking projections and blending original images<\/li>\n<li>Enveloping the audience in 5.1 surround sound<\/li>\n<li>Increasing accessibility for the hearing impaired with closed captioning via a QR code accessed through Chime Go\u2120<\/li>\n<li>Providing video, audio and imagery descriptions for the visually impaired via headphones<\/li>\n<\/ul>\n<\/li>\n<li>Encouraged reflection on the immersive theater experience by constructing a \u2018commitment wall\u2019 outside its exit, where participants could write and post their intentions for change<\/li>\n<li>Designed conversational nooks in a\u00a0<em>Think Easy\u00a0<\/em>space to let attendees escape the hustle and bustle of the trade show floor<\/li>\n<li>Presented fireside chats, LinkedIn Lives and Happy Place Happy Hours to foster conversations and increase networking opportunities<\/li>\n<li>Provided holograms, swing seating and a human-size bird cage to create interactive, social-media friendly photo opportunities<\/li>\n<\/ul>\n<\/div><\/div><\/div><\/div> <\/div><\/div>\n\n<div class=\"custom-block padding--bottom \" ><div class=\"container container--sm\"> <div class=\"text-block\"><div class=\"container container--fluid\"><div class=\"\"><h3 class=\"headline title title--md\" data-pinnable>Result<\/h3>  <div class=\"text\" data-pinnable><p>Over the course of the event, 700 planners went on the\u00a0<em>Break Free<\/em>\u00a0journey of vulnerability, awe, wonder and excitement, learning ways human-centric event design creates better participant experiences. An additional 2,000 impressions were generated by portal, fireside and theater traffic. By the end of the event, Encore had qualified 177 leads.<\/p>\n<p>The\u00a0<em>Break Free<\/em> experience demonstrated how smartly designed events can build communities and achieve long-range outcomes for organizations.\u00a0Meeting and event\u00a0professionals\u00a0discovered\u00a0how to\u00a0create inclusive experiences that\u00a0satisfy\u00a0multiple stakeholders,\u00a0create\u00a0lasting\u00a0relationships\u00a0and\u00a0ultimately\u00a0influence\u00a0change.<\/p>\n<p>Encore\u2019s understanding of its IMEX America audience also\u00a0demonstrated\u00a0how an empathetic approach can not only remove barriers in\u00a0an event\u00a0experience but also create an empowering sense of belonging for\u00a0greater impact. Encore increased participant learning and engagement by intentionally designing environments that engaged all the senses. This sensory activation also helped participants remember how the\u00a0<<em>Break Free<\/em>experience made them feel long after it was over.\u00a0<\/p>\n<\/div><\/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=\"top: -250px\"><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\" fill=\"#00BFDE\"\/><path d=\"M186.635 95.75L175.721 106.665L186.635 117.58L197.549 106.665L186.635 95.75Z\" fill=\"#1B75BC\"\/><\/svg><\/div><\/div><\/div> <\/div>\n\n<div class=\"custom-block padding--bottom \" > <section class=\"image-gallery\"><div class=\"swiper image-gallery-swiper\"><div class=\"swiper-wrapper\"> <div class=\"swiper-slide\" data-pinnable><picture class=\"open-picture js-modal\" data-modal=\"enlarge-picture\" data-image=\"https:\/\/www.encore-emea.com\/wp-content\/uploads\/2025\/02\/casestudy-break-free-imex-america-2023-7.jpg\" role=\"button\" aria-label=\"Enlarge Picture\"><source srcset=\"https:\/\/www.encore-emea.com\/wp-content\/uploads\/2025\/02\/casestudy-break-free-imex-america-2023-7-1200x344.webp\" type=\"image\/webp\"><img decoding=\"async\" src=\"https:\/\/www.encore-emea.com\/wp-content\/uploads\/2025\/02\/casestudy-break-free-imex-america-2023-7.jpg\" loading=\"lazy\" alt=\"A woman stands on stage at Break Free: IMEX America 2023 | Encore\u00ae, her image projected on a large screen. 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