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There’s a reason why Expo 2025 Osaka offers a season pass. It’s impossible to see and experience everything it has to offer on one trip from a logistical standpoint and due to sensory overload. Many pavilions require advance reservations through lotteries, which makes sense for managing the crowds, but also creates a significant barrier to […]

The generation that gets all of its information from social media has officially entered… the workforce. And that means event marketers have to work more thoughtfully than ever to craft impactful event strategies that can transform these digital natives into brand loyalists in the real world. Finding out what makes Generation Z (consumers born between […]

Caterpillar’s story at Bauma, which takes place every three years at the Messe München in Munich, is primarily about scale. At this trade show for construction, building and mining machines, recently held April 7-13, the brand’s nearly 1 million square feet of booth space housed 51 larger-than-life pieces of engineering equipment available to order right […]

The “main stage” is taking on a whole new life as event marketers and their partners embrace immersive media, bold spaces and pop culture trends to showcase leaders and launches in a new light. From live-streaming to on-demand channels, these productions—the content, the set, the experience design—have to be as compelling for in-person audiences as […]

A rainy forecast didn’t stop revelers from showing up in droves to New York’s Flushing Meadows Corona Park for the annual Governors Ball music festival, June 6-8, for a weekend of music, curated f&b and playful activations. Across three days, festivalgoers not only got to enjoy performances by 60-plus artists, including headliners like Tyler, The […]