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Session

Learning From the Wine Industry – Using Brand Experiences To Engage a New Generation of Consumers

Travel Lifestyle & Leisure Presented by Qantas & Accor

Learning From the Wine Industry – Using Brand Experiences To Engage a New Generation of Consumers

About

In fierce competition for the hearts and mindshare of the next-gen consumer, brands are leaning hard into experiential marketing. For the past decade, digital marketing dominated. And why wouldn’t it? In digital marketing, we live and die by click-throughs and impressions to measure success, while IRL brand experiences have always been measured in smiles and the “feeling” that consumers are having a good time. Now that it’s finally possible to connect experiential data from events and live experiences to sales and loyalty, event marketing is on the verge of an unprecedented boom and CMOs require the kind of diligence for events that were once only available for digital marketing.

Marketing leaders from the globe’s most influential wine brands combine their years of consumer brand experience to dive into what converts consumers into brand champions and how they employ experiential marketing to drive the brand's long-term growth. The speakers represent some of the most iconic brands on the market at the forefront of experiential engagement and driving loyalty among a new generation of consumers. This panel of marketing leaders will explore how they leverage experiential programs to capture powerful insights from their consumers to accelerate their businesses.

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