Micebook
Why: Events Industry Expo
location: St Pauls, London
industry: Events
Micebook Expo is the event industry’s leading supplier event.
Known for its trailblazing content. In 2026 the team brought TWC in to re-imagine the experience with one key element at the centre of the event. Connection.
The challenge? Design an event that inspired attendees to put connection at the heart of their own events and deliver an experience packed with meaningful connections for every speaker, buyers and supplier attending across the two days.
"You took us on a journey and facilitated us, and then kept us on track, held us accountable, which was great."
We started with a proper discovery session.
I brought the core team together into a safe space where ideas could flow to get clear on what success looked like and get everything out on the table.
We uncovered a mismatch: Attendees registered for exceptional content. But the content was competing with opportunities to connect with suppliers.
So, we made some simple changes to change the shape of the event and support connections between buyers and suppliers.
That meant a simpler registration process, less focus on job titles and company size and and more on real buyer problems.
"I really enjoyed the process. It was really collaborative, and yeah, and I just liked how you looked at it more holistically."
We created a single thread: Designed To Connect.
This was more than a strapline, this was a filter for every decision. If it didn’t support connection, it didn’t stay.
In practice, that meant reshaping the flow so people could be present, not pulled in two directions.
No meetings clashing with key content. No spaces that encouraged people to sit on laptops instead of engaging with each other.
This new approach meant the whole event became a shared responsibility for connection.
"I loved how you didn't just come in for content. You looked at the whole objective and you designed a show theme with us"
Putting connection at the centre of our event design meant we changed how people showed up.
- Attendees were welcomed with conversation starter pin badges. Fun topics like traitor or faithful? cream or jam first?
- Speakers were briefed on connection as the event theme and asked to weave this into their keynotes
- Workshops were practical. Designed to get people talking and connecting
- Suppliers were coached to drop presentation decks and engage in authentic conversations – in less formal settings. Talks, workshops, over lunch and coffee breaks – as well as in scheduled meetings.
"The speakers that you found were people that we wouldn't have known and we wouldn't necessarily have connected with. They're just different and interesting and unique."
Micebook are events experts themselves - so they didn’t bring us in to help with logistics and delivery. This was all about event design and consultancy. Together, we delivered:
Tangible Sponsor value: 21% of attendees generated over £50k in leads, a further 38% expected leads and 27% had already received briefs.
Energy: Putting connection at the centre of the event meant energy held through to the end of Day 2 – at 4pm, the room was still buzzing with conversation.
An idea that stuck: “Designed To Connect” wasn’t just an internal catchphrase, it was shared with attendees – and the idea stuck. We saw speakers, buyers and suppliers all using this phrase in their own words, in their social media posts for days and weeks afterwards.
Delivering exceptional value for every attendee – whether that’s a buyer, a supplier, or a speaker is a must.
That means a deep understanding of what they need from your event – in this case, connection, and designing for the behaviours that create it.
Looking for help designing an event that changes behaviour? Get in touch.
I’ve spent 30 years designing transformative events. The events are unique, the science behind them remains the same. I use 7 trusted frameworks to build every event. I've put them into a playbook.
