Challenging brand perceptions to elevate quality and drive emotional connection to Kia’s broadening product portfolio is the name of the game as the automotive manufacturer partners with the Australian Open for the 22nd year.

A collaboration between Virgin Australia, Tourism Tasmania and P.E. Nation has been labelled a hit after surpassing targets for inbound travellers to the Apple Isle, return on ad spend and engagement.

Connecting with a new set of Gen Z female consumers in the gaming community proved the catalyst for beauty brand, Maybelline, to team up with Logitech G on a new experiential activation in Sydney.

As consumers and the market continues its quest to recover from the pandemic and return to in-person engagement, brands are lining up to build their own immersive live experiences and activations. And the more sensory, the better. In this latest round-up, CMO dives into five examples of brands that have embraced the sensory and emotive as part of their latest experiential activations and what brand values and attributes are behind them.

Demonstrating Visa’s commitment to constructive social impact, its broader payments capabilities and exclusive experiences for partners and consumers are all front and centre in its FIFA Women’s World Cup 2023 sponsorship, its A/NZ head of marketing says.

Blending classic with contemporary to build brand salience and mental availability for long-term growth is the strategy experienced marketing leader, Jonathan Sully, is bringing to the task at William Grant and Sons.

Reframing your approach from brand to community will be critical if marketers are to make the most of the opportunities emerging through the metaverse.

The Covid-19 pandemic brought on many changes in consumer behaviour, but not all are here to stay. Indeed, for several marketers, the new normal is starting to look suspiciously like the old one.

Investments into people, processes and systems, along with a fresh digital marketing agency, are all part of Ahoy Club’s aggressive plans to scale the luxury brand and business, its marketing chief says.

NFTs and augmented reality are becoming an increasingly important part of the engagement arsenal as Penfolds looks to cement its luxury brand status and attract younger consumers, its marketing chief says.

Building your own payments security token and recreating Mastercard’s sonic melody lie at the heart of the credit card company’s new experiential activity at this year’s Australian Open.

​Sofitel Melbourne On Collins is definitely painting outside the box with its latest experiential campaign.

​IfOnly, the premium curated experiences brand, has launched in Australia in a partnership with the Big Red Group (BRG).

Network 10 gave Sydney residents a chance to experience a little of what the fictional realm might be like through an experiential installation at Westfield Sydney in late April, in support of the launch of a new The Twilight Zone series on its '10 All Access' service.

Few startups take on a marketing executive at inception. The focus on product development and driving immediate sales revenue tends to soak up whatever cash the founders have got their hands on.

Tip Top held its first ever pop-up café this week to mark its 60th birthday in an experiential event designed to meld new with nostalgia to keep the iconic brand top of mind.

​Rejuvenating Mastercard’s ‘Priceless’ program locally, uniting marketing and communications and fostering highly localised experiences are just some of the ways the card company’s Australian marketing chief says she’s getting to put her stamp on the brand.

Thanks to the rise of more affordable, accessible and sophisticated headsets from Oculus Rift, virtual reality is becoming an incredibly immersive way for brands to engage consumers and customers. Here, we highlight 10 recent examples of virtual reality in action during marketing campaigns and programs to see just how dynamic and creative usage can be.