Experiential and events in 2012

For brands looking to make some noise in summer 2012, there is going to be a great deal of additional clutter on the experiential scene. Aside from the usual host of festivals, events and sporting fixtures, the London Olympic and Paralympic Games will dominate between July and September.

With an influx of visitors to the UK next year, this could be a golden opportunity for brands to engage new and more diverse audiences. However, it could also mean experiential initiatives need to work twice as hard in order to cut through the crowds.

For perspectives on the potential opportunities and challenges in experiential marketing, Pearlfinders spoke to decision-makers responsible for events at a range of brands.

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