Top five experiential stories of the week

ITV's appointment of Media 10, Coors Light Ice cave and Qatar Airways' sensory journey were among the most read stories this week.

This Morning topped the most read stories
This Morning topped the most read stories

ITV appoints Media 10 to launch This Morning Live

The top read story this week was ITV's partnership with Media 10 to launch This Morning Live, which will take place at NEC Birmingham in May 2017.

The four-day lifestyle exhibition will aim to bring the ITV Daytime show to life offering experiences related to fashion and shopping, food and drink, home, gardening and pets, beauty, health and wellbeing.

The event will have live appearances from members of the This Morning family including Phillip Schofield and Holly Willoughby.


Behind the scenes: Coors Light brings ice cave to Sheffield


Coors Light invited adventurous ravers to party at its Coors Light Ice Cave in Sheffield.

The towering structure, located in Sheffield’s Devonshire Green from 15-25 September, aims to transport 'explorers' into a frosty, high-energy underworld where live DJs set the tempo, ravers occupy the dance floor and snow-covered travelers emerge from the mist.

Qatar Airways to take visitors on sensory journey

Qatar Airways is surprising shoppers in Manchester with a multi-sensory experiential activation at Arndale Shopping Centre.

Delivered by Because Experiential Marketing, the activation will offer visitors an interactive journey to four travel destinations, and is taking place from 23-24 September. The campaign aims to raise consumer awareness of Qatar Airways’ Manchester flight routes and state-of-the-art aircrafts.

Visitors will be provided with special boarding passes and will have the opportunity to ‘travel around the world’ to four destinations: Australia, South East Asia, India & Pakistan, and Doha. There they will be immersed in the sights, sounds, smells and tastes of each country and enjoy an interactive experience distinct to each destination.

Inside: Roald Dahl's City of the Unexpected


Some 35,000 people took to the streets of Cardiff fron 17-18 September for Roald Dahl's City of the Unexpected, a series of events to celebrate the centenary of the author's birth. Wales Millennium Centre and National Theatre Wales were behind the two-day City of the Unexpected celebration which saw a giant peach rolled through Cardiff city centre, followed by a staged protest group and Mr Fox did a tightrope walk by Cardiff Castle. 


Cadbury reveals Milk Tray Man experience



Cadbury Milk Tray will debut its new advert at a secret immersive experience next month, where guests will join the new Milk Tray Man on his first mission.  Guests will be invited to become Cadbury Milk Tray Operatives for one night only and watch the new advert before it airs. Yplan will handle the registration and guests will be sent a secret identity, dress code and details of the Cadbury Milk Tray command base meeting point.

At the evening itself, organised by Golin, guests will take part in interactive experiences alongside the new Milk Tray Man, firefighter Patrick McBride who beat over 20,000 hopefuls to the role by showcasing his thoughtful side.

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