Boaler will be one of a number of panellists for the ‘Experience, Engage, Activate’ discussion alongside chair Richard Vincent, head of consumer at Jack Morton Worldwide.
They will discuss the benefits of mass experiential activity at large-scale events versus niche, targeted brand activation. Boaler will also talk about the importance of utilising experiential marketing for audience awareness, added value and aspiration.
Paul Ludford, operations director at Glastonbury Festival, has also been named for the ‘People, Planet, Profit’ session, which will explore how a low carbon event industry might succeed as well as exploring practical solutions for creating sustainable events.
He will join an expert panel including Christopher Johnson of Shambala Festival; Melvin Benn from Festival Republic; A Greener Festival’s Claire O’Neill; Alison Tickell from Julie’s Bicycle; and moderator Andy Lenthall of the Production Services Association.
Christopher Newton, director of Harewood Events, which organises the three-day Dare 2b Yorkshire Festival of Cycling, will share his experiences in the ‘Sporting Greats’ panel discussion, including logistics, hospitality, retail, concerts and catering for 880,000 visitors.
Donna Bushell, event director at the Event Production Show, said: "The intention with the sessions is to offer visitors and exhibitors the chance to hear from some of the event industry’s most well-known experts in an informal, Q&A style format.
"Announcing that Michael, Paul and Christopher have agreed to speak is particularly pleasing as between them, they are responsible for many of the key events that have shaped the present and future of the industry."
The Event Production Show runs from 11-12 February at Earls Court 2, London.
Comment below to let us know what you think.
For more in-depth and print-only features, showcases and interviews with world-leading brands, don't miss the next issue of Event magazine .