體驗營銷大獎2026 - Metro Finance

體驗營銷大獎 2026

Experiential Marketing Brilliance Awards 2026

新城財經台於2013年開創先河，率先以「體驗行銷（Experiential Marketing）」為評審標準，首辦《香港商場體驗行銷大獎》。隨著科技重塑消費生態，商場與零售商戶加速數碼轉型，創新營銷企劃層出不窮，新城財經台順應趨勢將活動正名為《體驗營銷大獎》，以大眾體驗為核心，成功樹立線上線下營銷新指標。

2026年消費市場迎來新一波變革——「北上消費」成常態、訪港旅客由傳統購物轉向深度「文化與沉浸體驗」，加上AI技術爆發式應用，全面促使企業數碼升級。

有見及此，《體驗營銷大獎 2026》將聚焦表揚兩大核心領域：一是精準服務不同客群、提供獨特沉浸體驗與情緒價值的零售品牌；二是善用「AI + 數碼化」推動降本增效、從而打造極具性價比的優質商戶；並期望藉著本活動，攜手業界共創本港零售及旅遊業的可持續發展新格局！

體驗營銷是什麽

What is Experiential Marketing

情感投射 Emotion

透過觸動心靈的難忘時光，讓顧客產生情感共鳴
The power to create emotional resonance with customers through memorable moments that connect hearts and minds.
感官行銷 Senses

運用多重感官設計理念，刺激視覺、聽覺、觸覺、味覺和嗅覺，精心創造豐富而難忘的體驗。
Leveraging multi-sensory design to stimulate sight, sound, touch, taste, and smell, crafting rich, unforgettable experiences.
參與度 Engagement

通過以有意義、沉浸式的方式與品牌互動，從而鼓勵客戶積極參與體驗。
Building active participation by inviting customers to interact with brands in meaningful, immersive ways.
故事性 Storytelling

利用真實而富有創意的故事，將產品或服務轉化為值得分享的體驗，激發受眾感知。
Inspiring audiences by telling authentic, creative stories that turn products and services into experiences worth sharing.

目標

Objectives

表揚無論線上線下，均能為顧客打造「沉浸式體驗」的品牌及商戶，令消費者享有難忘的情感享受和互動體驗。

To recognise brands and retailers that deliver immersive experiences across both online and offline platforms, providing consumers with memorable emotional and interactive engagements.

嘉許出色的體驗營銷企劃，以及能激發消費者情感共鳴的成功案例。

To commend exemplary experiential marketing initiatives and successful cases that foster emotional resonance among consumers.

透過獎項助力品牌強化企業形象並增強顧客忠誠度，從而在市場競爭中搶佔先機。

To support brands in enhancing their corporate image and strengthening customer loyalty through the Awards, thereby achieving a competitive advantage within the market.

表彰B2C體驗策略的創新實踐，推動企業持續於創意和客製化體驗中投放資源。

To acknowledge innovative practices in B2C experiential strategies, and to encourage sustained investment in creativity and bespoke consumer experiences.