Reed to graft experiential marketing conference on to IBTM World

Reed Travel Exhibitions (RTE) has announced the launch of Exceptional Experiences, a two-day conference and ideas showcase dedicated to experiential marketing and live events. The inaugural event will take place at Fira Gran Via in Barcelona, 2-3 December, alongside the organiser’s existing IBTM World, which takes place 1-3 December. RTE says its new event will attempt to combine cutting-edge knowledge on experiential trends, ROI and sustainability from speakers who will deliver insights to inform marketing strategy, with brand activation case studies and showcases of some of the latest products and services. Commenting on the launch, Natalie Whittaker (pictured), Event Manager – Exceptional Experiences, said: “With current predictions estimating that global expenditure on the ‘experience economy’ will hit £8.2 trillion by 2028*, marketers and event planners need to ensure they’re delivering live events and experiences that resonate on a personal and emotional level with potential and existing customers.” Whittaker added that, “strategically, and for our customers, it makes sense to run Exceptional Experiences alongside IBTM World in Barcelona. The content and attendees are complementary, which gives us the opportunity to provide additional value and enhance both events.” *Euromonitor