XMC’s Experiential Marketing team surprised and delighted Canadian consumers by executing a national promotion designed to find Canada’s most passionate City. With over 50,000 votes in total, the national promotion exceeded expectations. Brandon Manitoba won the contest and our agency’s staff from Toronto and Alberta descended on Brandon to prep for and deliver the ultimate experiential marketing program – an outdoor festival with Hedley, the Plain White T’s, snowboard demonstrations, world class ice artists and 6,500 thrilled attendees. From and ROI perspective, our client surpassed her valuation and marketing objectives.

This project was conceived with the objective of rebuilding tourism in the wake of the SARS crisis that hit Toronto in 2003. Record crowds gathered at Downsview Park to celebrate and rock the night away with the Rolling Stones, ACDC, Justin Timberlake and many other “Class A” acts. Peri Luel, principle of XMC was instrumental in the production of this monumental event.

The Beer business is highly competitive, so when Coors Light wanted to create a National Experiential Marketing Tour that hit all of their “I wants”, they called up Peri Luel to create and produce this series. Trauma Tour was all about hard core and extreme sports marrying up with music to match. This series still executes in select Canadian markets... a huge success.

Van Halen was the headliner, with the Tragically Hip opening for this massive undertaking for RIM. Designed to reward staff and key customers, XMC delivered from top to bottom and produced an event to remember for 10,000+ attendees.

When challenged to create new ways for sponsors to activate at the RBC Canadian Open, XMC developed the Concert Series program, which Pengrowth Funds enthusiastically capitalized on. The series also generated significant buzz amongst event attendees and added value to their price of admission. The series featured 3 bands over 3 nights including Blue Rodeo and Tom Cochrane.

XMC worked with LG to develop a fully integrated fashion strategy to recognize the fusion between fashion and technology. The culminating piece of the puzzle was a highly polished event entitled LG Fashion Fusion that delivered a concert by famed band Maroon 5, along with top international designers. This event was the official closing event for Toronto’s L’Oreal Fashion Week, and was broadcast nationally on CTV.