A good event campaign has two jobs: get people talking before the doors open, then capture the moments that make the show worth being at.
For the second edition of Business Travel Show America, we wanted to build on the first year and give the corporate travel industry plenty to talk about. That meant looking beyond event announcements to the ideas, people and conversations shaping the sector.
What we did
We used buyer research and expert commentary to create stories before the show, then brought the show floor into the campaign with interviews, quick-turn updates and short-form video.
There were buyer and exhibitor voices, Business Travel Show Innovation Faceoff updates - and plenty of team involvement. And, because we were in America, there was also an attempt to work out what an eagle sounds like. Not every campaign needs an eagle impression, but it turns out a bit of personality goes a long way.
The results
The show welcomed 28% more attendees, alongside a 40%+ increase in exhibiting suppliers.
On social, LinkedIn delivered 195,562 impressions and 3,367 engagements across the campaign, with 247 new followers in October. Instagram attracted 5,250 viewers, generating 26,635 impressions and 474 engagements.
Compared with 2025, LinkedIn impressions rose by 437% and engagements by 237%. Instagram impressions grew by 14.4% and engagements by nearly 19%. Across both channels, followers grew by 24% and engagements by 175%.
The content had some standout moments, too. The Business Travel Show Innovation Faceoff winners announcement reached 2.4k Instagram views, while the merch haul and team eagle impressions Reels each passed 900. On LinkedIn, a Hosted Buyer Welcome Event post generated 2,079 impressions and 1,003 video views.
The numbers are great, but so is what sits behind them: a show with more people, more voices and more reasons for the industry to join the conversation.
The strongest content gave audiences a reason to stop, watch and take part.
Next year, we’ll build on those formats, keep the conversation going between events and make the path from social engagement to registration easier to track.
Bring on 2027!
