Disrupt and deliver, was the goal of the Business Events Toronto team and members attending PCMA’s Convening Leaders last week in Pittsburgh. This annual conference brings together Business Events professionals from around the world giving our sales team the opportunity to sell Toronto as the destination of choice for meetings and events.
The Business Events Toronto team has been putting on the Imaginarium inside the convention at PCMA Convening Leaders for more than 10 years. As leaders in this space for the last decade, many destinations have been catching up with their own programming during the conference, making this a perfect chance to reimagine the Toronto experience.
The reimagined Imaginarium debuted for more than 120 U.S. based association clients breaking out of the convention centre mould while continuing to celebrate the creativity, imagination and innovative spirit of Toronto. Moving to an outside venue allowed the team to focus their time on engaging with clients, prospecting and selling Canada's Downtown to these important U.S. clients.
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The Imaginarium: Reimagined took place at Ten Penny restaurant during PCMA Convening Leaders. Located just steps away from the Pittsburgh Convention Centre and one of the host hotels for the conference, the restaurant was the ideal location to draw attendees to the new experience.
Drawing inspiration from a pop-up experience, the Imaginarium was top of mind and got people talking when it appeared the morning of the event. Helping to build buzz for the event were large window wraps on the restaurant’s exterior floor to ceiling windows that announced that Toronto had arrived and it was not to be missed! The visuals and messaging helped to evoke the sense of intrigue and pique interest of PCMA attendees, not to mention many locals passing by who didn’t miss that Toronto was front and centre for the day.
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Continuing on the theme of mystery the entrance was transformed with an oversized keyhole that transported attendees to the Imaginarium. To attend the pre-qualified guests had to receive a digital key from the sales team in advance, which ensured access to the event. After arriving at the event they also received a physical key that would be used for accessing a VIP lock box that they needed to unlock a special gift waiting in the space.
After entering the space, guests were transported to Toronto, and immersed in a 360 degree view of the skyline of the city that filled the interior windows throughout the restaurant. After entering the space, one of the first activations guests experienced was a simulation of the CN Tower’s iconic glass floor, offering a perfect opportunity for pics and selfies to remember the night.
Thanks to everyone who joined us at this year's Imaginarium and we look forward to continuing to change the game in the year ahead!