Event Marketer Archives - Chief Marketer

Big, Bold, and Data-Driven: Trade Show Trends Fueling 2026

Trade shows and exhibits are heading into 2026 with a new level of ambition—bolder storytelling, smarter tech, and deeper attendee insight. From kinetic LED architecture and themed entrances that double as sponsorship goldmines, to actually personalized experiences, to sustainability strategies with real teeth, the year ahead promises a show floor that’s more immersive, more intentional, […]

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B-to-B Events

Experiential in Color Mentorship Q&A: Anna Nicholson and Melencia Lattimore

For Anna Nicholson, it’s a full-circle moment to be participating in the Experiential in Color Mentorship Program. In 2021, she was recognized in Experiential in Color’s first class of rising-star honorees. Four years later, Nicholson is now an event manager at Yahoo and is giving back to the industry, mentoring Melencia Lattimore, meeting coordinator at A-Plus Meetings & Incentives.

Lattimore never had a mentor before, but the opportunity to join the mentorship program felt right, as she was preparing to graduate with her master’s from the FIU Chaplin School of Hospitality & Tourism Management. She was looking for support from an experienced mentor to make industry connections and reaffirm that events was the career path she wanted to follow, and Nicholson was the perfect match.

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B-to-C Events

How 14 Brands Lit up the Strip for the 2025 Formula 1 Las Vegas Grand Prix

Back for a third year, the Formula 1 Heineken Las Vegas Grand Prix took over the Strip for a 3.8-mile night race that passed by all of the city’s iconic landmarks, Nov. 20-22. The Sphere was once again integrated into the spectacle, with larger-than-life video imagery of the drivers and sponsors illuminated on its surface […]

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B-to-C Events

Audible Brings the Magic of its New ‘Harry Potter’ Series to Life with a Global Campaign

To broadcast the debut of its “most ambitious” audiobook production to date, “Harry Potter: The Full-Cast Audio Editions,” Audible wanted to match the scale and grandeur of the new seven-book series, co-produced with Pottermore Publishing, by providing fans around the world with a dose of experiential magic. So on Nov. 3, the brand rolled out […]

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B-to-C Events

The Brief: Revolving Libraries and the Maxxinista Express

This week’s hot takes on hot topics in experiential marketing cover revolving beach libraries, waterfall billboards and the Maxxinista Express.

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B-to-C Events

Cover Story: Inside the Meteoric Rise of Immersive Entertainment Experiences

A century ago, consumers were shuffling to big-top tents in droves to experience the grand display of surprise, t and spectacle that circuses had to offer. Today, the “greatest show on Earth” just might be the IP that a brand translates from the screen to the stage for an audience that is already privy to the plot.

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B-to-B Events

Experiential Marketing Trend of the Week: Event Spas

Gen Z helped put wellness on the map, both as a lifestyle space and a business imperative. In events, wellness has been steadily evolving from a conversation, to an activity, to a full-on sponsorable engagement for brands—this year, among non-endemic companies, especially. Earlier this year, retail and e-commerce professionals were treated to recharge experiences at […]

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B-to-B Events

Video: Watchlist 2025 Honorees Talk Event Trends, Budgets and Best Practices

We’re celebrating the Watchlist, a collective of brand-side event marketers who are taking experiential to new heights this year. Watch our previously live LinkedIn chat (Nov. 13) with two of our honorees—Jessica Blake, senior director of strategic events at Salesforce, and Justin Tabas, senior experiential marketing manager at Bosch, where we talk strategy, budgets, trends, […]

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B-to-C Events

Watch The Brief, Live! November 2025 Edition: Experiential News & Ideas

The editors of Event Marketer recap their top experiential stories from November with a buttery twist—think: turkey spas, Black “Wednesday” shopping, and dips in mini kitchens.

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B-to-B Events

Field Report: 11 Memorable Activations from the AWS re:Invent 2025 Show Floor

If you’ve never taken a slide instead of an escalator, you haven’t been to AWS re:Invent, Amazon Web Services’ flagship global cloud-computing conference, which took place Dec. 1-5 in Las Vegas. The 14th annual gathering (T3 Expo served as general contractor) brought together thousands of cloud computing experts, builders, partners, and tech enthusiasts to learn […]

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