News & Articles - strategy

  • marketing festival

    What is Experiential Marketing?

    2025/03/21

      What is experiential marketing (XM)? Simply put, it is a strategy for building customer loyalty and brand awareness by curating custom experiences that elicit an emotional response, create memories and influence buying behaviour. When we think about experiential marketing, the first thing that comes to mind are the brand activations at events like SXSW, Coachella and Burning Man where brands invest significant dollars in creating experiences. You might also think of things like the splashy activations that Netflix produced…

    Event Branding & Marketing, Event Operations, Uncategorized

  • learning

    The Power of Fun in Events

    2024/04/04

      We all like to have fun. But what is fun? The dictionary defines fun as “that which provides amusement or enjoyment.” Of course, fun can mean different things to different people. One thing is certain, and that is FUN is the antidote to stress. “PEOPLE RARELY SUCCEED UNLESS THEY HAVE FUN IN WHAT THEY ARE DOING” – Dale Carnegie Work can be difficult and stressful. After all, work requires dedicated focus on the role, task, goal, agenda, and outcome…

    Event Operations, Themes

  • Executive leadership change at WestJet

    2018/03/05

    Bob Cummings to move into role of EVP Strategy and Guest Services With the recent announcement by Swoop regarding the hiring of Steven Greenway as President, WestJet is pleased to announce the appointment of Bob Cummings as Executive Vice-President, Strategy and Guest Services. Bob will continue to report directly to WestJet Group President and CEO, Gregg Saretsky. In this role Bob will assume responsibility for business development, strategy execution, including oversight of key in-year strategic initiatives, and guest services, including WestJet’s contact centre, and the critical…

    Corporate Travel & Incentives, Travel Tips & News

  • Marriott’s commission reduction: Don’t say you weren’t warned!

    2018/02/20

    By Shimon Avish Six months ago, in a prescient article by the GBTA Meetings Committee, the specter of a reduction or elimination of hotel commissions was explored. And as of last month, that possibility is now a reality, thanks to the folks at Marriott reducing commissions from 10 to seven per cent in North America. Do we believe this is the final reduction in commissions, or only the first step? Let the chaos begin! The only question that matters now…

    Event Budgeting, Event Operations, Meeting Community, Site Selection, The Business of Meetings

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