Experiential marketing campaigns have revolutionized the way brands interact with their audiences. From pop-ups to virtual reality installations, these campaigns not only capture attention but also generate customer loyalty. In this article, we explore some of the best experiential marketing activations out there. We’ll summarize each campaign, explain why it stands out, and highlight what tour operators can learn from these innovative strategies.
1. The Mexico Tourism Board’s Day of the Dead Campaign
The Mexico Tourism Board launched a multi-faceted campaign to attract tourists to Mexico for the annual Day of the Dead (Día de Muertos) celebrations. The campaign included hosting the inaugural Day of the Dead Parade in Mexico City, engaging media and brand partnerships, and organizing various activities within and outside of Mexico.
The parade featured colorful floats, costumed performers, and traditional offerings to create a memorable and immersive experience for attendees. Media partnerships included collaborations with The New Yorker and National Geographic, extending the campaign’s reach beyond Mexico through events and special publications.
This campaign exemplifies how a traditional cultural celebration can be leveraged to create a rich, immersive experience that attracts local and international audiences. By combining traditional elements with modern marketing strategies, the tourism board successfully showcased Mexican culture while boosting tourism.
Tour operators can learn the importance of integrating cultural elements into their marketing campaigns to create authentic and engaging experiences. Media partnerships can amplify the reach of your campaigns, while live events can create memorable experiences that resonate with attendees long after they leave. Additionally, incorporating interactive and immersive elements can enhance guest engagement, ultimately driving more bookings and positive word-of-mouth for your business.
2. Béis Luggage’s “Béis Wash” Pop-Up
Source: Flannery Underwood via BizBash
Béis luggage hosted a two-day “Béis Wash” pop-up in West Hollywood, where customers could bring their bags in for cleaning in a space designed to resemble a car wash. The activation featured partnerships with cleaning giants Scrub Daddy and Branch Basics. The event also included interactive elements such as a gumball machine dispensing prizes, a kid zone, and a coffee station.
This campaign stands out for its unique approach to customer engagement and brand awareness. Béis successfully combined service, community engagement, and interactive elements to create an exciting event for existing customers. The pop-up answered consumer needs in a fun and innovative way, built brand loyalty, and drove revenue.
Here, we can learn the importance of understanding and catering to your audience’s needs while remaining authentic to your brand. Creating service-oriented experiences can significantly boost customer loyalty and brand awareness. For example, a tour operator could host a themed pop-up event where guests can engage in mini-experiences related to the tour, such as virtual reality previews, interactive games, or hands-on activities that reflect the tour’s unique aspects.
This approach enhances customer engagement and provides an opportunity to showcase the brand’s personality and values, making the experience memorable and shareable.
3. Marriott Bonvoy Land: A Virtual Immersion in Hotel Experiences
Source: Courtesy of Marriott Bonvoy via BizBash
In October 2023, Marriott Bonvoy launched a campaign called Marriott Bonvoy Land—a virtual park with hotel-themed mini-games. Players could enter the park using a designated game code and explore virtual representations of Marriott brands like Moxy Hotels, Westin Hotels & Resorts, W Hotels & Resorts, and Autograph Collection Hotels.
Each game reflected the distinct personality of the hotel brand. For example, at the playful Moxy hotel, players engaged in a prop hunt, transforming into various items such as flamingos or bananas while other players attempted to identify and expose their disguises.
By creating a virtual environment where users could spend more time interacting with Marriott’s brands, the company sought to increase brand awareness and engagement among potential customers who may not have been familiar with all the offerings in its portfolio. With gaming technology, Marriott was able to reach a younger, tech-savvy audience in a space where they already spend their time.
There are two major takeaways for tour operators here. The first is the importance of engaging with potential customers on platforms they already use and enjoy, such as popular gaming or social media sites. The second is that tailoring your campaign to appeal to certain demographics can help you develop a deeper connection with a specific audience segment, like younger customers.
4. Expedia’s Pop-Up at the UEFA Champions League Final
Leading OTA Expedia launched a brand campaign centered around the UEFA Champions League final in London. The campaign featured a variety of activations, branded editorial guides, and a standout immersive pop-up experience for football fans in Trafalgar Square.
The pop-up was designed to mimic the exhilarating moment fans arrive at the UEFA Champions League final, complete with bright yellow stadium seats perfect for group photos. Former footballer Joe Cole also made an appearance, partnering with Expedia to share his top travel recommendations for London.
Expedia’s campaign stands out because it integrated multiple channels and creative elements to enhance fan engagement. By re-creating the excitement of the UEFA Champions League final in a central London location, Expedia not only captivated football fans but also reinforced its brand’s association with travel and memorable experiences.
Tour operators can similarly align marketing campaigns with major events that attract their target audience, amplifying their brand’s visibility and relevance. Plus, partnering with local influencers, artists, or celebrities can add an extra layer of excitement to the campaign.
5. Airbnb’s Overnight Experience at the Louvre
Source: Forbes
In a remarkable collaboration, Airbnb partnered with the Louvre Museum to offer one lucky winner and their guest to spend a night at the iconic Parisian museum. The event was part of Airbnb’s “Night At” series, which had previously featured stays at Dracula’s Castle, a LEGO House, and a Shark Aquarium.
This campaign leveraged the allure of the Louvre, one of the world’s most visited museums, and combined it with the novelty of an overnight stay in a typically inaccessible space. By offering such a unique experience, Airbnb successfully generated significant media buzz and reinforced its brand as a provider of out-of-the-box travel experiences.
Tour operators can learn the value of creating exclusive, one-of-a-kind experiences that cannot be easily replicated. By partnering with prestigious institutions or utilizing iconic locations, operators can attract high levels of interest and engagement.
6. Coca-Cola: FIFA World Cup VR Experience
Source: Vimeo
During the FIFA World Cup in Zurich, Coca-Cola set up a VR experience in front of a train station, allowing fans to interact with a popular soccer player virtually. Participants could practice soccer moves or compete in mini-tournaments with the virtual athlete, creating an engaging and memorable experience for fans.
The innovative use of VR technology to create an interactive and immersive experience helped Coca-Cola stand out during a major global event that attracted millions of spectators.
Source: Anne-Marie Desmarais via Canadian Geographic
Tour operators can learn from Coca-Cola’s campaign by considering immersive technologies like VR to enhance customer experiences. For instance, a sports tour company could set up VR stations where visitors can virtually meet famous athletes or explore iconic sports venues.
7. Hôtel de Glace’s Immersive Winter Experience
Hôtel de Glace, located near Québec City, offers an enchanting winter experience with its uniquely crafted ice hotel. Each year, the hotel is rebuilt from 23,000 ice blocks and includes 30 rooms, an ice bar, and an ice chapel. Guests can tour the site during the day, while those staying overnight receive Arctic sleeping bags for warmth.
The pop-up hotel stands out for its unique and immersive experience, drawing visitors to a one-of-a-kind stay. Combining art, extreme accommodation, and seasonal exclusivity creates a memorable experience that attracts a diverse audience, from adventure seekers to event organizers.
The key takeaways include leveraging seasonal and unique elements to attract visitors, integrating cultural and artistic themes, and offering additional amenities that enhance the overall experience. By creating a distinctive environment and memorable activities, operators can significantly enhance guest satisfaction and generate buzz through word-of-mouth and media coverage.
8. Stranger Things: The Netflix Experience
Source: Netflix
The Netflix show Stranger Things created an immersive experience at The Duggal Greenhouse in Brooklyn, New York, turning it into the town of Hawkins in 1985. The event offered a guided adventure through iconic settings from the show, where guests could use their “powers” to help save Hawkins. The event also featured a photo-friendly setup that encouraged social sharing.
This campaign leveraged innovative immersive technology and storytelling to engage fans. By transforming a physical space into a beloved TV show setting, Netflix created a unique, memorable experience that attracted significant attention and buzz. Integrating interactive elements and social media engagement further amplified the campaign’s reach and impact.
By leveraging popular themes or stories and incorporating technology, tour operators can offer unique and engaging tours that leave a lasting impression. Additionally, encouraging social sharing through photo-friendly setups and dedicated hashtags can significantly boost the campaign’s visibility.
9. Apple’s #ShotOniPhone Challenge
Apple’s #ShotOniPhone challenge encourages users worldwide to showcase their photography skills using their iPhone cameras. Participants share their best photos on social media using the hashtag #ShotOniPhone. For the iPhone 13 Pro, Apple highlighted its advanced macro feature, asking users to submit macro photos. The top 10 entries were featured on Apple’s website and used in marketing campaigns. This ongoing challenge has generated millions of tagged posts on Instagram.
This campaign effectively uses user-generated content (UGC) to demonstrate the iPhone’s camera capabilities. The ease of participation and the potential for global recognition make it highly appealing to iPhone users, driving significant engagement and brand loyalty.
Tour operators can learn from Apple’s approach by creating campaigns that encourage customers to share their experiences. For example, a wildlife safari tour could ask guests to share their best animal photos using a specific hashtag. This not only showcases the unique experiences offered but also builds a community around the brand.
10. NYC: #WhatsGoodNYC
When the New York City Tourism rebranded from NYC & Company to New York City Tourism + Conventions, it also launched the #WhatsGoodNYC campaign. The campaign encouraged both locals and potential visitors to share and discover what’s “good” in NYC – helping spotlight authentic and realistic experiences based on the opinions of local residents.
By centering the campaign around the community’s voices, NYCrebrand effectively connected with both residents and tourists. The focus on genuine recommendations helped build trust and provided a realistic portrayal of the city’s attractions.
Tour operators can draw valuable lessons from NYC’s #WhatsGoodNYC campaign. When launching new tours or rebranding, it’s crucial to involve the community. Encouraging past guests to share their experiences using a dedicated hashtag can provide potential customers with an authentic perspective of your brand. This approach not only builds a community around your brand but also enhances credibility and trust. By showcasing real experiences and recommendations, operators can create a more relatable marketing campaign.
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As the brands in this article have proven, experiential marketing offers a powerful way to connect with audiences. From Mexico Tourism Board’s Day of the Dead Parade to Coca-Cola’s FIFA World Cup VR Experience, these campaigns demonstrate the impact of engaging, interactive marketing. By incorporating these strategies, tour operators can enhance their offerings, create deeper connections with their guests, and ultimately drive more bookings.
