RX collaborates with advancements in the events industry by sponsoring the Experience Expo 2024 conference.

The organizer of the Bienal do Livro and Fenatran showcased leadership in technologies and strategies during the UBRAFE fair, focusing on creating value-driven initiatives between brands and their audiences

With a total of 1.7 million qualified leads generated across all its trade shows in the last cycle, RX, one of the world’s leading organizers, recognizes its responsibility to steer the sector towards new solutions and best practices, driving the events industry as a whole forward. For this reason, it sponsored the conference of the inaugural edition of the Experience Expo, held by the Brazilian Union of Trade Fairs and Business Events (UBRAFE), on August 1–2, at the newly inaugurated Distrito Anhembi.

This support comes at a strategic time, as the second half of the year will host the majority of the company's events portfolio. Participating in the Experience Expo represents an opportunity to share with the market the initiatives that have made a tangible difference in delivering results, which can be experienced firsthand at trade shows such as Fenasucro & Agrocana, Bienal do Livro, Expolux, Equipotel, ISC, Fenatran, and in-cosmetics Latin America, starting from September.

“As a company, our primary objectives were to share knowledge and generate insights. From a marketing perspective, we fully understand how events serve as true showcases for new models, and we had the chance to demonstrate RX’s leading position in technology, innovation, business intelligence, data, diversity, and in mobilizing players to reduce environmental impacts,” explains Thaize Rolnik, RX’s Corporate Marketing Manager.

One of the main reasons behind the decision to sponsor the conference was the opportunity it offered to connect industry professionals with topics impacting the management, planning, and execution of events, as well as addressing technology, artificial intelligence, and sustainability. These were prominently featured themes. Janine De Nes, RX’s Latam CFO, participated in the panel discussion titled “Trade Fairs: Process Digitalization, Sustainability, and Building Communities 365 Days a Year as Major Challenges for Today’s Organizers.”

“What was particularly interesting is that I participated in the Experience Expo representing two fronts: RX and UBRAFE itself. This dual role is significant because one of the focus points of my speech was precisely the desire for greater female representation in leadership and decision-making spaces,” said the executive. The program, which also included market leaders from the Live Marketing sector, covered topics such as “Madonna Celebration Tour Rio – Live Entertainment as a Lever for City and Brand Development” and “NFL in Brazil and How São Paulo is Attracting International Events.”