Summary
CTM live at at the world’s leading business travel event: GBTA 2025
(Global Business Travel Association)
CTM, one of the most influential Travel Management Companies in the global business travel sector, partnered with hitplay to capture and communicate their presence at GBTA 2025. The objective was to turn a high intensity, fast moving exhibition into a visible, human and strategically useful content system, delivering daily storytelling during the event and a flagship hero film for long term use.
Objectives
GBTA 2025 brought together 5,400 attendees from 52 countries, 372 exhibitors and 95 education sessions. For CTM, the priority was not just attendance, but visibility, clarity and connection. The brief was to:
• Elevate CTM’s market presence during GBTA
• Communicate service excellence and innovation
• Capture authentic testimonials from clients
• Deliver daily social video content overnight
• Produce a hero film for post event communications and thought leadership
Our Approach
CTM did not have a dedicated AV or content team on site. They asked hitplay to design a content system that would make them highly visible throughout the week. Before filming began, we:
• Aligned on CTM’s brand tone, messaging priorities and boundaries
• Identified key moments that must be captured and others to avoid
• Defined the daily storytelling rhythm for LinkedIn
• Planned a dual team workflow across US and UK
This ensured every asset served a clear purpose, both in the moment and long after the event.
Execution & Creativity
We operated with a split team model: an on site US team captured booth interactions and client conversations, leadership interviews and testimonials, private events and customer appreciation moments, while simultaneously, the UK team: organised assets and feedback overnight, defined daily story arcs, edited and delivered polished social videos within a seven hour turnaround.
Filming conditions were challenging: lighting was artificial, filming outside the booth was limited by exhibition rules, and speed was critical. Despite this, the system held perfectly.
Creative focus was placed on people.
CTM’s leadership, agents and clients became the story, reinforcing what surfaced repeatedly in interviews: service, human connection, proprietary technology and readiness for an
AI driven future.
Outcome
Across the GBTA week, CTM achieved consistent, high visibility with key themes surfaced organically through interviews:
• Personalised service and human connection
• Financial stability and long term confidence
• Proprietary technology built to scale globally
• AI’s near term impact on travel policy, booking flow and decision making
Daily videos were published in real time, while the hero film became a cornerstone asset for CTM’s post event blog and direct communications.
Deliverables
• 1 flagship hero film
• 4 overnight edited daily social videos
• Hundreds of professional event photographs
• Multiple leadership and client testimonials
• Content optimised for LinkedIn and post event communications
