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Standing out in today’s marketplace requires more than just great products or services—it demands creative ways to engage audiences that foster authentic, lasting connections.
Enter Wonder, SJC Media’s experiential marketing pillar, which brings brand stories to life through unforgettable events and experiences. Over the past year, Wonder has planned and executed dozens of brand experiences, demonstrating the undeniable ROI of creating memorable moments that captivate audiences and spark meaningful interactions.
Backed by SJC’s trusted portfolio of media brands—including Toronto Life, FASHION and Maclean’s—Wonder blends storytelling, creativity and audience insights to craft experiences that resonate deeply and drive results.
Here are 14 ways Wonder can help brands leverage the power of experiential marketing, from immersive, custom activations to smaller yet impactful touches that make a big impression. Scroll through the photos under each section to see these creative ideas in action.
1. Custom Events
Create bespoke experiences that align with your brand’s vision, values and goals, crafted from concept to execution.
Examples:
- Clarins x FASHION hosted a luxury skincare launch to debut Clarins Precious.
- GREY GOOSE x FASHION 's Couture Cocktails soirée blended haute couture and mixology, drawing inspiration from Paris Fashion Week and showcasing the brand’s premium appeal.
- The Pinterest x Toronto Life Pinterest Predicts event (2023) brought trend predictions to life through an immersive experience for creators, solidifying both brands' positions as trendsetters and thought leaders.
2. Thought Leadership Panels and Conferences
Position your brand as an authority by sponsoring or hosting panels and discussions on trending topics.
Examples:
- The Maclean’s Ideas Summit: Year Ahead and Ideas Summit: Education provided a platform for thought leaders to discuss key issues in Canadian business, with brands also gaining exposure through branded content and sponsorships.
- The YouTube x Today's Parent's Screen Smart Families panel discussion delivered insights on digital literacy and online safety.
- Canada’s senior business leaders and emerging entrepreneurs come together at the CB Innovation Awards Luncheon to honour some of the country's most innovative companies.
3. Exclusive VIP Experiences
Curate premium, invite-only experiences to create exclusivity and foster brand loyalty.
Examples:
- As a premier kickoff to TIFF, Toronto Life x HELLO Canada’s Hollywood North event celebrates Canada’s best and brightest in the entertainment industry, bringing together elite guests including film industry professionals and A-list celebrities.
- California Grown x Chatelaine's charcuterie masterclass combined food and wine for a curated guest list.
- FASHION's The Ones event unites more than 500 of Canada’s most influential—and chic!—fashion, business, arts and entertainment industry guests.
4. Sponsorship Opportunities
Increase your brand’s visibility through coveted, high-profile events.
Examples:
- Sponsors like Uber enjoy prime logo placement and branding opportunities at the sold-out Toronto Life’s Best Restaurants, one of the city’s most coveted culinary events.
- Presenting sponsor NARS created a glamorous branding moments at FASHION's The Ones, including photo booths, pampering stations and gift bag products.
5. Branded Spaces
Transform event venues into immersive environments that reflect your brand identity and messaging.
Examples:
- Ocean Spray brought its story to life with a cranberry-themed activation space at a FASHION's The Ones.
- A curated space for Canada's Beauty Awards brought the program to life during FASHION’s Cake Mix event, inviting guests to interact with award-winning products by Shark®, Clairol, Jean Paul Gaultier, OPI, VASANTI and more.
- The NARS x Dirty Talk's telephone booth provided a space for makeup touch-ups and a stunning photo opp during FASHION’s The Ones event.
6. Product Demonstrations
Showcase your product amongst a captive audience in an interactive setting.
Examples:
- TL Insider and Tasco Appliances teamed up with elle cuisine to host an elevated Thanksgiving culinary experience complete with themed cocktails and a multiple course meal inspired by Tasco Appliances' Thanksgiving favourites,
- The Clarins x FASHION Precious launch included live skincare demonstrations, immersing guests in the product’s luxurious benefits.
- At FASHION's Cake Mix event, the Shark® Dream House hosted by Viktor Peters introduced guests to the brand’s hair tools, air purifiers and vacuums. Plus, the first 200 guests could scan a QR code and receive the product of their choice.
7. Co-Branded Collaborations
Partner with SJC brands to create unique, shared experiences that align with your brand values.
Examples:
- Yellow Brick House x Today’s Parent collaborated on an event focused on family and community.
- Premium Cabin Experience at Winterviews presented by RendezViews took TL Insider members on a one-of-a-kind experience that included a cocktail demo, karaoke, s’mores making around a fire pit and an exclusive campfire concert.
- The previously mentioned YouTube x Today's Parent, Pinterest x Toronto Life, Clarins x FASHION, Grey Goose x FASHION and California Grown x Chatelaine are also great examples of co-branded events.
8. Networking Opportunities
Provide your team member with valuable, unique opportunities to learn, network and try new experiences.
Examples:
- Toronto Life’s annual Best Restaurants event brings together Toronto’s top chefs, foodies and sponsors for an unparalleled networking (and eating and drinking!) experience.
- Panel discussions through Canadian Business' returning Evolution Summit gave audiences an intimate avenue for networking, community building and reflection on the future of business and innovation in Canada.
- From eclair making to flower workshops, TL Insider Masterclasses create unique experiences with lasting impressions.
9. Themed Activations
Design experiences around a specific theme to reinforce your brand’s values and messaging.
Examples:
- A sustainability-focused activation at the Maclean’s Ideas Summit allowed sponsors to showcase eco-friendly initiatives.
- Elegant French children's' wear brand Bonpoint teamed up with FASHION to celebrate the launch of its new Pokemon clothing collection.
- 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.
10. Branded Content Creation
We capture video, photos and livestreams to provide compelling post-event storytelling opportunities across our brands in print, digital and on social.
Examples:
- Sponsors of the Maclean’s Ideas Summit received a branded highlights reel to share across their platforms.
- The BOSS x FASHION event included post-event coverage on fashionmagazine.com.
- The most memorable looks from the exclusive Specsavers x Hayley Elsaesser X FASHION event were shared in a post-event article.
11. Custom Catering and Menus
Offer your food and beverages at unique events to create a memorable sensory experience for your guests and target audience.
Example:
- Branded cocktails and appetizers at Toronto Life’s Best Restaurants allowed sponsors to showcase their products in a culinary setting with hundreds of captive guests.
- TL Insider teams up with elle Cuisine for a monthly dinner series featuring seasonal tasting menus from elle cuisine’s chefs.
12. Sampling Stations
Give attendees a chance to try your product on the spot, generating buzz and trial.
Example:
Beverage, dessert and canapé stations at our signature events let guests experience new products firsthand.
13. Product Samples (Gift Bags)
Ensure your brand makes a lasting impression by sending attendees home with an item or voucher as part of our highly coveted, curated gift bags.
14. Social Media Amplification
In addition to our own organic content, we encourage attendees to share their experiences online, creating organic buzz for your brand.
Let's bring you brand to life
Our Wonder team is excited to work with more brands and create many more custom experiences in 2025.
Get in touch with us for an exploratory call in how events can bring your brand to life and authentic, memorable moments for your audience.
