Highmark TechSystems earned a 2025 EDDIE Award from EDPA, the Experiential Designers and Producers Association, for excellence in online or multi-media self-promotion.
The EDDIE Awards honor standout creative achievements across the experiential marketing industry, and this recognition highlights Highmark’s integrated experiential marketing program at the Experiential Marketing Summit 2025 (EMS).
Highmark’s win places the brand among the top experiential marketing exhibit producers that push the space forward, both on the show floor and online.
Below is a closer look at the strategy, execution, and results that earned the honor.
Designing an Experience That Lived Beyond the Show Floor
At the Experiential Marketing Summit, Highmark set out to prove a simple point: the future of experiential marketing does not stop at the physical environment. Event structures can serve as platforms for content, conversation, and long-term engagement.
Highmark paired a bold, double-deck structure with a robust multimedia strategy. Combined, they created a cohesive experience that resonated with attendees in real time and continued to perform well after the event ended.
This approach capitalized on a broader shift seen in experiential marketing news, where brands increasingly extend live activations across digital channels to maximize reach and impact.
Clear Objectives, Strategic Investment
Since 2017, Highmark has invested in EMS to build credibility with experiential and event marketing agencies. Many of these agencies traditionally relied on tents and containers for outdoor activations. Highmark aimed to introduce a more flexible and durable alternative.
The objectives for EMS 2025 focused on three priorities:
- Introduce Highmark’s modular, premium systems to a new agency audience.
- Demonstrate the value of reusable architecture through live, immersive use.
- Partner with Summit leadership to create a central hub for programming and networking, then extend that presence digitally.
This strategy supported long-term growth by positioning Highmark as a trusted partner for complex experiential marketing exhibits and semi-permanent structure fabrication.
The Highmark Hub: Immersive by Design
Highmark’s double-deck installation was the central hub of the Experiential Marketing Summit 2025. The structure featured a first-floor bar, a balcony level, a covered private meeting room, and a central stage with seating for official programming.
Bold retro-futuristic illustrations wrapped the exterior. Spacecraft-inspired interiors completed the concept. Together, they transported attendees into “The Future of Event Structures,” a theme that reinforced Highmark’s role in shaping what comes next for experiential environments.
This installation showcased the versatility of the semi permanent structure, including applications that are relevant to trade shows, sports events, festivals, and even semi-permanent structures for government and community use.
The structure’s design demonstrated that modular systems have the power to support high traffic, audiovisual integration, and rapid reconfiguration without sacrificing aesthetics.
Content That Matched the Environment
Highmark supported the physical installation with a coordinated content strategy before, during, and after the Summit.
Before the show, the media team produced custom promotional videos aligned with the retro-future theme. These videos built anticipation and introduced audiences to the concept before doors even opened.
During the event, sci-fi-inspired sizzle reels played throughout the environment. Short-form videos kicked off content sessions, while longer edits ran during happy hours and networking events. A curated soundtrack blended EDM with cinematic sci-fi scores to reinforce the immersive atmosphere.
Highmark also captured the event in real time. Professional photography, high-definition video, and dynamic drone footage documented the structure, programming, and attendee engagement.
The team edited and distributed content across social channels during the Summit, extending reach well beyond the exhibit hall. Attendees even nicknamed the structure the “Thunderdome,” igniting organic buzz and social sharing.
Extending the Campaign After EMS
The campaign did not end when the Summit did. Highmark released a series of recap videos and followed up with two themed eblasts sent to EMS leads. These assets reinforced the experience and kept Highmark top of mind.
Highmark also partnered with EMS and Event Marketer on an Ops Lab panel session. The session was recorded during the summit and then later transcribed and released as a downloadable white paper through Event Marketer.
Measurable Results and Lasting Impact
The integrated campaign delivered strong performance. From March to April, Highmark saw a 90% increase in traffic to its Experiential Marketing page, directly tied to the EMS campaign.
Organic traffic showed a clear upward trend, with improved rankings and click-through rates.
The takeaway? Experiential marketing exhibits can drive measurable business outcomes when designed as part of a broader strategy.
Why the EDDIE Award Matters
Highmark was the only structure provider to win one of the EDDIE experiential marketing awards.
This achievement validates Highmark’s belief that event structures should do more than take up space. They should tell stories, support content, and scale across channels.
This recognition from EDPA places Highmark at the forefront of experiential marketing innovation and reinforces its reputation for delivering premium, modular solutions.
As brands and agencies look ahead to future experiential marketing summits or events, one thing is clear: the most effective activations blend design, digital content, and engagement into a single, unified experience.
Partner with Highmark
Looking to create smarter, more flexible branded environments? Highmark TechSystems offers scalable and efficient event structures that are ahead of the industry. Let’s help you stand out together.
Talk to our expert team today to learn how Highmark can help you produce better events and improve your bottom line.
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- Highmark at the Experiential Marketing Summit
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