​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.