The inside scoop on Encore: With Amanda Armstrong

The inside scoop on Encore: With Amanda Armstrong

We’re always excited to see what Encore will bring to the show. We caught up with Encore’s SVP of Communications and Industry Relations (and IMEX America speaker), Amanda Armstrong, to get the inside scoop on what to expect.

Encore’s activation at IMEX is always a talking point. Without giving everything away, can you give us a hint of what attendees can expect at IMEX America 2025? And can you share the inspiration behind the 2025 concept?

Our customers inspired our concept this year: Journey of Discovery. Building upon last year’s Break Free concept, the Journey of Discovery is all about exploring bold ideas, testing new approaches and uncovering what truly resonates with audiences to make an impact. Turning inspiration into impact is our strength. This year, we’ll once again lead participants through an immersive experience that brings ideas to life.

We can’t give too much away, but we can tell you that attendees will be transported through unchartered territory, inspiring them to think differently about full-service event design and execution. 

We also have a terrific line up of educational sessions where attendees will uncover insights from industry thought leaders on topics including return on experience (ROE), sustainability and conscious leadership, AI’s role in shaping event marketing and more.

Last year’s Break Free: Unlock Your Impact experience at IMEX America was a standout. What did you learn from that activation, and how has it shaped your approach for 2025?

As the global event production partner, we always try to break the mold with our activations. We learned that immersive inclusive experiences engage attendees. By bringing real life examples involving screens, sound and lighting, event professionals can impact participants no matter the size or budget of their event. We also recognized the need for collaboration and networking not just with colleagues, but also with subject matter experts, so we’ve created the Fusion Lounge for that to happen.

What is the core purpose or intention behind the 2025 IMEX America activation? How does it reflect Encore’s broader creative strategy?

This year, like years’ past, we aim to inspire and educate. We’re blending technical precision with creative innovation to reimagine what’s possible in event production. For me, the highlight is showcasing our incredible team who designed, built and operate this activation. Their expertise sets the standard in our industry.

What role does storytelling play in the design of your IMEX experience? And how are you using it to connect with planners at the show?

Our IMEX experience is designed around storytelling. It’s at the center of what we do because it is critical in creating an immersive, emotionally resonant experience. We hope event professionals are inspired as we demonstrate real-life examples of innovation and impact, not just concepts.

 
Apart from seeing your activation come to life, can you tell us what you are most looking forward to at IMEX America this year?

There is so much to look forward to at IMEX! The terrific keynote speakers such as Dr Chika Stacy Oriuwa on the topic of workplace wellness, the Inspiration Hub for additional event design and interactive session ideas, of course, networking with our customers and partners is always the highlight for me. IMEX is our industry’s “family reunion” and it will feel great to reconnect.

Encore, booth F131

Amanda Armstrong at IMEX

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