FCM Meetings & Events Launches Be Moved Campaign to Reshape Corporate Experiences Through Creativity

Video Credit: FCM Meetings & Events 

FCM Meetings & Events has launched its new Be Moved brand campaign, putting creativity, emotion and attendee engagement at the centre of corporate experiences. The initiative follows research showing that employee engagement and attendee experience remain leading priorities for professionals planning meetings and events across the global business travel sector.

FCM Meetings & Events Puts Emotion and Creativity at the Heart of Corporate Experiences

FCM Meetings & Events, the meetings and events division of FCM Travel, has launched Be Moved, a new brand campaign designed to change how companies approach corporate gatherings.

The campaign comes as businesses increasingly look beyond logistics, efficiency and attendance numbers when evaluating the success of meetings and events. FCM M&E is positioning emotional impact, creativity and meaningful human connection as important components of an effective corporate experience.

The campaign is particularly relevant as organisations continue to use meetings and events to strengthen employee relationships, communicate business priorities and create stronger connections between people.

What Is FCM M&E’s Be Moved Campaign?

Be Moved is built around the idea that corporate events should create an emotional response rather than simply provide a professionally organised gathering.

FCM M&E says the campaign encourages businesses to consider how attendees feel throughout an event and what they remember after it has ended. This approach places creative production alongside the more established operational and strategic functions of meetings and events management.

The campaign covers a wide range of corporate experiences, including conferences, meetings, incentive programmes, galas and brand activations. Its central proposition is that carefully considered creative details can help transform an event into a more memorable and meaningful experience.

The campaign launches with a new hero video and will continue across digital and social channels, paid media and client testimonials.

Why Is Employee Engagement Becoming More Important?

Employee engagement has become a major consideration for organisations investing in meetings and events, particularly as businesses seek stronger connections among increasingly distributed workforces.

According to FCM M&E’s 2026 Global Trends Report, 74.3% of professionals identified employee engagement as the primary purpose of hosting meetings and events. The finding demonstrates how corporate gatherings are increasingly being viewed as strategic tools for building relationships rather than simply occasions for sharing information.

For event planners, this shift creates a greater need to understand the attendee journey. The venue, programme, content, entertainment, food, technology and opportunities for interaction can all influence whether participants remain engaged.

An event that succeeds operationally but fails to create meaningful interaction may therefore deliver a weaker overall experience.

How Does Attendee Experience Shape Event Planning?

Attendee experience is also becoming a central measure of successful event planning.

FCM M&E’s research found that 76.5% of respondents identified attendee experience as the top priority during the planning process. This highlights a wider change in the corporate events sector, where planners are increasingly considering the complete experience rather than focusing only on schedules, budgets and logistics.

The finding also supports the thinking behind Be Moved. If attendee experience is a central planning priority, event organisers need to understand the emotional and practical factors that influence how participants experience an event.

This can include everything from the first communication with attendees to registration, venue design, content delivery, networking, hospitality and the final departure.

Why Is Creativity Becoming More Important in Corporate Events?

Corporate events have traditionally placed significant emphasis on reliable execution, cost control and logistical management. While these elements remain essential, companies are increasingly seeking experiences that distinguish their events and create stronger memories.

FCM M&E is responding by increasing its focus on creative production.

Gabriella Antoniotti, Business Leader, Americas, FCM M&E, said the company has spent recent years developing its strategic meetings and events capabilities. These include its Strategic Meetings Management solution, which provides centralised programme oversight, reporting and cost savings, as well as its Venue Finder platform, designed to simplify venue sourcing and comparison.

The Be Moved campaign represents the next stage of that development, with greater emphasis on the creative side of meetings and events.

This combination of strategy and creativity is important because businesses increasingly expect their event partners to contribute more than operational support.

How Is FCM Combining Strategy With Experience?

The meetings and events sector requires a balance between measurable business outcomes and memorable experiences.

Strategic Meetings Management can help organisations gain greater visibility over expenditure, suppliers, programmes and performance. Venue sourcing technology can also make the process of identifying suitable locations faster and more transparent.

However, these capabilities address primarily the operational and strategic side of an event.

Be Moved seeks to add another layer by focusing on the emotional dimension of the attendee experience. The objective is not to replace strategic planning but to combine it with creative thinking.

For businesses, this approach can be particularly valuable when events are being used to communicate corporate culture, recognise employees, launch products, motivate teams or strengthen relationships with customers and partners.

What Does Be Moved Mean for the Global Events Industry?

The campaign reflects a broader evolution in the global meetings and events industry.

Companies are increasingly looking for experiences that justify the investment involved in bringing people together, particularly when business travel and face-to-face meetings compete with digital communication and virtual collaboration.

A corporate event therefore needs a clear reason for attendees to participate in person.

This can mean creating opportunities for spontaneous conversations, designing distinctive environments, introducing compelling content or developing experiences connected to local culture and destination identity. The most effective approach will vary according to the purpose and audience of each event.

The growing emphasis on emotional engagement also creates opportunities for destinations, hotels, convention centres, airlines and destination management companies. As corporate clients demand more distinctive experiences, suppliers across the travel ecosystem can contribute to the overall attendee journey.

Why Could Emotional Impact Matter Beyond the Event?

A successful corporate event can influence how attendees remember an organisation, its people and its values long after the programme has ended.

This is particularly important for internal events. A company conference, incentive trip or staff gathering can reinforce organisational culture and provide employees with experiences that are difficult to replicate through digital communication.

External events can have a similar role for brands. Product launches, customer gatherings and brand activations can create direct interactions that strengthen relationships and improve brand recognition.

The emphasis on emotional impact does not mean that events should become purely entertainment-focused. Instead, creative elements need to support the underlying objectives of the programme.

The strongest events are likely to combine clear business purpose with experiences that encourage people to participate, connect and remember.

How Will FCM M&E Expand the Be Moved Campaign?

The campaign will extend beyond its initial launch through a range of digital and social activations, paid media activity and client testimonials.

The new hero video provides the initial expression of the campaign’s positioning, while future content is expected to demonstrate how FCM M&E applies creative thinking and experiential design to real-world meetings and events.

Client testimonials can also provide evidence of how the approach works in practice. For corporate buyers, examples of previous programmes can be particularly valuable when assessing an event partner’s capabilities.

FCM M&E’s broader objective is to demonstrate that creativity can be incorporated into the planning process from the earliest stages rather than being added as an afterthought.

What Could This Mean for Corporate Event Planners?

For event planners, the launch reinforces the importance of designing experiences around the attendee rather than simply around the programme.

Understanding the audience, defining the desired emotional response and connecting creative decisions to business objectives can help planners develop more effective experiences.

It also suggests that event success should be assessed through a broader range of indicators. Attendance and budget performance remain important, but engagement, participation, feedback and longer-term business outcomes can provide additional insight into whether an event achieved its purpose.

As companies continue to invest in face-to-face experiences, the ability to create meaningful moments could become an increasingly important differentiator among meetings and events providers.

The Wider Outlook for Meetings and Events

FCM M&E’s Be Moved campaign arrives at a time when the corporate events industry is moving towards more experience-led planning.

The underlying message is straightforward: bringing people together is no longer enough on its own. Businesses need to create a reason for people to engage with the experience, connect with others and remember what happened.

FCM M&E’s research provides a clear indication of this direction, with employee engagement and attendee experience emerging as leading priorities.

The combination of strategic management, technology and creative production could therefore become increasingly important as businesses seek greater value from meetings and events.

FCM Meetings & Events’ Be Moved campaign highlights the growing importance of creativity, emotional connection and attendee experience in corporate events. Supported by research showing strong demand for employee engagement, the initiative reflects an industry shift towards more purposeful experiences that combine strategic objectives with memorable moments and stronger human connections.