For an upcoming trade show in Las Vegas, America’s Incentive Business Travel and Meetings (AIBTM) expo needed to create compelling brand content and generate market interest to ensure its stakeholders would also attend its show in Chicago. Tying into a trend of mining the voice of the customer, we executed a strategy to engage stakeholders to actually become a part of the show rather than just attend. Using crowdsourcing as the show’s value promise, we developed a buzzworthy theme, “Defining the Future of Meetings…Together” to generate attendee enthusiasm. A conference keynote speaker focused on audience response technology to gather real-time input on the future of the industry. The results: a 165 percent increase in corporate buyers, a 33 percent increase in hosted buyer acceptance and a 51 percent spike in new attendance at the renamed IBTM.