Topic

Experiential

  • B-to-B Events

    Watch: EventTrack 2026 Research Study—The Big Takeaways

    EventTrack 2026, the largest and most comprehensive, multi-audience annual research report on experiential marketing, is here. Check out our overview of the most consequential data from the study with our global research partner, Sparks. (Download the report here.)    

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  • B-to-C Events

    The Brief: Sandcastle Restaurants and Meme Galas

    This week’s hot takes on hot topics in experiential marketing cover sandcastle restaurants, pop-up orchards and the Betch of the Year Meme Gala.

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  • B-to-C Events

    Experiential Marketing Trend of the Week: Dog-First Events

    Dog-friendly experiences have their appeal, but savvy marketers are pulling on pet parents’ heartstrings with events that don’t just allow pups, but are specifically designed with four-legged friends in mind. Whether it’s colors optimized for canines’ eyes, games and challenges built to stimulate their brains, or treat zones for their enjoyment, companies are sniffing out […]

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  • Trade Shows

    Big, Bold, and Data-Driven: Trade Show Trends Fueling 2026

    Trade shows and exhibits are heading into 2026 with a new level of ambition—bolder storytelling, smarter tech, and deeper attendee insight. From kinetic LED architecture and themed entrances that double as sponsorship goldmines, to actually personalized experiences, to sustainability strategies with real teeth, the year ahead promises a show floor that’s more immersive, more intentional, […]

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  • B-to-B Events

    Experiential in Color Mentorship Q&A: Anna Nicholson and Melencia Lattimore

    For Anna Nicholson, it’s a full-circle moment to be participating in the Experiential in Color Mentorship Program. In 2021, she was recognized in Experiential in Color’s first class of rising-star honorees. Four years later, Nicholson is now an event manager at Yahoo and is giving back to the industry, mentoring Melencia Lattimore, meeting coordinator at A-Plus Meetings & Incentives.

    Lattimore never had a mentor before, but the opportunity to join the mentorship program felt right, as she was preparing to graduate with her master’s from the FIU Chaplin School of Hospitality & Tourism Management. She was looking for support from an experienced mentor to make industry connections and reaffirm that events was the career path she wanted to follow, and Nicholson was the perfect match.

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  • B-to-C Events

    How 14 Brands Lit up the Strip for the 2025 Formula 1 Las Vegas Grand Prix

    Back for a third year, the Formula 1 Heineken Las Vegas Grand Prix took over the Strip for a 3.8-mile night race that passed by all of the city’s iconic landmarks, Nov. 20-22. The Sphere was once again integrated into the spectacle, with larger-than-life video imagery of the drivers and sponsors illuminated on its surface […]

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  • B-to-C Events

    Audible Brings the Magic of its New ‘Harry Potter’ Series to Life with a Global Campaign

    To broadcast the debut of its “most ambitious” audiobook production to date, “Harry Potter: The Full-Cast Audio Editions,” Audible wanted to match the scale and grandeur of the new seven-book series, co-produced with Pottermore Publishing, by providing fans around the world with a dose of experiential magic. So on Nov. 3, the brand rolled out […]

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  • B-to-C Events

    The Brief: Revolving Libraries and the Maxxinista Express

    This week’s hot takes on hot topics in experiential marketing cover revolving beach libraries, waterfall billboards and the Maxxinista Express.

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  • B-to-C Events

    Cover Story: Inside the Meteoric Rise of Immersive Entertainment Experiences

    A century ago, consumers were shuffling to big-top tents in droves to experience the grand display of surprise, t and spectacle that circuses had to offer. Today, the “greatest show on Earth” just might be the IP that a brand translates from the screen to the stage for an audience that is already privy to the plot.

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  • B-to-B Events

    Experiential Marketing Trend of the Week: Event Spas

    Gen Z helped put wellness on the map, both as a lifestyle space and a business imperative. In events, wellness has been steadily evolving from a conversation, to an activity, to a full-on sponsorable engagement for brands—this year, among non-endemic companies, especially. Earlier this year, retail and e-commerce professionals were treated to recharge experiences at […]

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