IMTS - the International Manufacturing Technology Show

IMTS is the largest manufacturing event in the Western Hemisphere, uniting buyers and sellers of manufacturing technology from around the world across 1.2 million sq. ft. of exhibit space. For IMTS 2024, the marketing team reimagined its approach with the “Inspiring the Extraordinary” campaign—an omni-channel initiative designed to emotionally connect with manufacturing leaders while guiding them through the full buyer journey.
The campaign centered on human storytelling. Through documentary-style video, bold creative, segmented digital advertising, and dynamic social engagement, IMTS spotlighted the people driving manufacturing forward—from small shop owners to leaders at global enterprises.
Campaign Concept
Our goal was to shift IMTS from “just a trade show” into a movement celebrating innovation, resilience, and creativity. We identified diverse storytellers across sectors, roles, and geographies, and captured their passion through in-depth interviews. Their stories became the foundation for: documentary-style video revealing personal journeys, print and digital ads with authentic portraits and powerful quotes, and PR and earned media positioning IMTS as the nexus of manufacturing innovation.
Omni-Channel Strategy
Awareness: Targeted digital and social ads (LinkedIn, Meta, YouTube, X), print in top verticals, organic social with teasers and influencer partnerships.
Engagement: Segmented email campaigns, long-form YouTube video, and interactive social activations.
Conversion: Data-driven remarketing, countdown-driven urgency messaging, and onsite creative integration.
Creative Highlights
A bold design system with fresh typography and color palette carried seamlessly from digital to onsite. Portrait-style photography captured real manufacturing backdrops, while human-centered copy spoke to industry pride and a shared mission of innovation.
Results & Impact
18M+ impressions across all channels
3M+ social impressions with 11% LinkedIn engagement rate
300K+ YouTube views
10B in editorial reach
89,000+ registrants across aerospace, automotive, defense, and medical sectors
Why It Stood Out
The IMTS 2024 campaign elevated a global trade show into an emotional, human-centered experience. It was omni-channel, data-optimized, and audience-specific, building community by connecting the industry not just to an event but to a shared mission.