Australia

THE ECONOMIST // Brand activations
The Challenge

One of the biggest challenges The Economist faces is changing brand perceptions that the publication covers much more than just business, finance and politics. The Economist wanted to attract new, loyal readers and drive a conversation that positions the brand as an advocate for positive change. The Economist turned to experiential to bring their content to life and encourage new readers. 

Our Strategy

Whilst others shy away from controversy, The Economist is front and center reporting, providing thought-provoking content that enlightens and challenges readers.

We chose to embrace the challenge offering, with experiences which self-select The Economist’s progressive target audience.

Feeding the Future positions The Economist as an advocate for change by offering mind-stretching experiences that challenges potential readers to step out of their comfort zone to consider bold new concepts covered by the newspaper that will shape people’s lives in the future.

Feeding the Future activations have challenged people with insect-laced ice cream as a protein-source alternative to tackle the global growing population, explore “man-made” meat as an alternative carnivorous fix to curb environmental and ethical pressures, consider the coffee in your cup as the fuel of the future and dive into the ocean with an immersive virtual reality experience to get a deeper view on the rapidly depleting fish stocks and make fishing more sustainable. 

Client
The Economist
Year
2015-2019
Location
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The Results

Experiential has become the leading acquisition channel for new readers

  • Annual readership targets for experiential have increased by over 40% for the region
  • Catalyst appointed agency lead of choice for all experiential marketing across Asia Pacific
  • Regional roll-out for experiential campaigns: Australia, Hong Kong, Singapore, New-Zealand, Malaysia, India
Over 150 days of annual nationwide live activity in Australia alone
A taste of what else we do
ALFOT // EVENT
The Challenge

Live At Aloft Hotels is hosting a Homecoming Tour where global superstars go back to their home towns and play one-night exclusive shows in Aloft’s newest and most notable hotels. Supporting agency Sense, Catalyst was asked to create shareable moments and gifts for guests at the high-profile event, as well as asking for assistance in finding an energetic staff to facilitate the events.

Our Strategy

Catalyst tapped our extensive staffing network to find the individuals who would best represent the hotel while ensuring every touchpoint was perfectly managed. 

Shareable experiences were created by hiring live illustrators to sketch guests on-site and send them the digitized versions of the illustrations, ready to upload to social media. Additionally, a personalized GIF photo booth was incorporated to create more shareable content and bring the retro theme of the event to life. 

Client
ALOFT
Year
2019
Service
Location
Australia
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Hundreds of shareable moments
A taste of what else we do