Canadian consumers are becoming more selective. As Erin Elofson, president of Mastercard Canada relayed at the 2026 Maclean's Ideas Summit, economic uncertainty is shifting priorities, with people choosing to spend on experiences over things.
That shift is increasingly shaping marketing strategy as well. In its Predictions 2026: Customer Experience report, Forrester notes that brands should invest in emotionally resonant experiences, as consumers in 2026 are more intentional about disconnecting online to connect offline.
For brands looking to be present in the moments people care about, it's both a challenge and opportunity.
This is where Wonder, SJC Media’s experiential marketing pillar, comes in. Backed by SJC Media's portfolio of trusted media brands, including Toronto Life, Chatelaine and Maclean’s, Wonder designs custom events that transform brand stories and products into unforgettable live experiences.
Whether it's helping a brand launch a new product, convening industry leaders or hosting one of the most anticipated events in town, Wonder blends storytelling, creativity and audience insight to craft experiences that connect brands with the people who matter most to them and deliver real business results.
Here are 20 ways that, over the past year, Wonder helped brands leverage the power of experiential marketing, from immersive, custom activations to smaller yet impactful brand touchpoints that make a big impression. Scroll through the photos under each section to see these creative ideas in action.
Awareness & High-Profile Buzz
SJC Media's signature events bring together some of the most influential names and brands at culturally relevant moments. For partners, it's an opportunity to attach your brand to occasions that earn coverage, spark conversation and draw an audience you can't easily reach elsewhere.
- Toronto Life’s Most Influential event transforms the magazine’s highly anticipated Most Influential list into a live celebration, bringing together the 50 people shaping Toronto alongside industry leaders, cultural tastemakers and influential guests from across the city.
- As a premier kickoff to TIFF, theToronto Life x HELLO! Canada’s Hollywood North event celebrates Canada’s best and brightest in the entertainment industry with elite guests, including film industry professionals and A-list celebrities.
Thought Leadership & B2B Authority
SJC Media’s summits, roundtables and panel discussions bring together the people leading conversations across business, politics, media and culture, creating space for meaningful dialogue around the ideas and issues shaping their industries.
- The annual Maclean’s Ideas Summit provides a platform for thought leaders to discuss the most important ideas shaping Canada, including AI, education, economic uncertainty and consumer shifts.
- American Express Canada and Canadian Business presented The Entrepreneurship Evolution, a thought leadership summit that brought together a dynamic lineup of industry experts discussing a pressing question: what’s driving the next wave of Canadian business founders—and how is AI changing the journey?
- The McKesson Patient Innovation Summit, an exclusive evening hosted by McKesson Canada in partnership with Maclean’s, convened senior leaders from across the healthcare ecosystem to explore how AI and emerging technologies are accelerating innovation and expanding access to care.
- The Maclean’s x BMO Insurance event explored how BMO Insurance is evolving purpose, technology and digital experience to reshape insurance in Canada. Discussions focused on how advancements in AI, a new digital experience and bold innovation are shaping the future of insurance.
- Chatelaine also co-hosted a roundtable discussion with Eli Lilly Canada on the evolving narrative around science, weight and health.
Community Building & Brand Loyalty
Some of the most meaningful brand connections happen away from the crowd. SJC Media creates intimate, curated experiences that bring together like-minded, highly engaged audiences. Whether you sponsor an existing event or we build something entirely for you, every experience is crafted to align with your brand's vision, values and goals.
- Wonder’s custom event for UberEats’ 10th Anniversary included a fully branded space, signature green glow, elevated bites and thoughtful details throughout the venue, providing an immersive experience that celebrated a decade of innovation and excellence.
- The Chatelaine Wellness Retreat, hosted in partnership with TENA, invited guests to enjoy a full day of self care, conversation and community at Vettä Nordic Spa.
- The Toronto Life Insider's Dining Series gives members of Toronto Life's exclusive membership program access to the city's most sought-after tables, with intimate evenings of seasonal tasting menus crafted by leading chefs. (Join TL Insider to experience it firsthand.)
Branded Experiences & Activations
- The Stella Artois x Toronto Life Best Restaurants partnership came to life through the Perfect Serve Awards. Held as an exclusive prelude to the main event, the space immersed guests to witness the artistry of the live competition firsthand, celebrating the precision and craft behind Stella Artois’ iconic pouring ritual.
- Penguin Random House Canada’s Book Nook brought a stylized reading retreat to Toronto Life’s Summer Garden Party. The cozy lounge featured floral décor, accent seating, fall book previews and Canadian titles like One Golden Summer by Carley Fortune, Soups, Salads, Sandwiches by Matty Matheson and Book of Lives by Margaret Atwood.
Product Launch & Direct-to-Consumer Sampling
- Toronto Life's Best Restaurants event brings together Toronto’s top chefs, foodies and sponsors for an unparalleled networking (and eating and drinking!) experience.
- At Toronto Life’s Summer Garden Party, Chatime debuted an interactive bubble tea truck, offering guests a refreshing, exclusive sample of its new seasonal flavours.
- Celebrating the launch of Torresella’s Pinot Grigio, Toronto Life Insider brought together its members and influential guests at Paris Paris for an intimate evening that blended Italian wine culture with Toronto’s creative nightlife.
Content Amplification
In addition to SJC Media's high-impact organic coverage, Wonder's events offer multichannel brand amplification. Each event is strategically designed to generate conversation beyond the room, through custom content, social storytelling and attendee-driven social sharing that extends the reach of the experience.
- The BMO Insurance thought leadership event was supported by a double-page spread in Maclean’s, extending the conversation beyond the event itself.
- Toronto Life Insider and Bowmore partnered to celebrate Bowmore’s ninth anniversary, including a gourmet food pairing, guided tasting, cocktail masterclass and gift bags. The activation included a post-event article for Bowmore and a sizzle reel.
Celebrating Canada & Local Community 🇨🇦
From honouring Canada's most innovative business leaders to exploring the neighbourhoods and ideas that define Toronto, SJC Media brings local narratives to life through experiences that foster genuine community connection and conversation at the national and local level. For brands, it's an opportunity to show up authentically in the moments and places your audience cares about.
- The Toronto Life This City event brought together Toronto’s most influential leaders and visionaries to explore bold ideas for the city’s future, with conversations focused on urban innovation and housing. The evening also featured a networking reception that connected policymakers, business leaders and cultural figures shaping the city’s next chapter.
- The Toronto Life Insider x Fitzrovia Neighbourhood Tours is a series of dynamic experiences designed to celebrate the essence of the city’s most cherished communities.
- Canada’s senior business leaders and emerging entrepreneurs come together at the annual CB Innovation Awards to honour the country’s most innovative companies.
Discover the World of Experiential
Get in touch to explore how experiential marketing can bring your brand to life and create authentic, memorable moments for your audience.
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For even more ideas, check out our original piece, 14 Powerful Ways Wonder Brings Your Brand to Life with Experiential Marketing.
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