The Relationship between Experiential Marketing and Public Relations in Integrated Marketing Communication

The thesis examines the relationship between experiential marketing and public relations in integrated marketing communication. This study explores how experiential marketing efforts are relevant to public relations, how they resonate with millennials, and how they are used as a tactic for brands. Primary research was conducted through interviews with marketing professionals, an online survey for millennials, and a case study to experience a live experiential activation for a brand. The findings of this study imply that experiential marketing is a very effective tactic that brands and professionals should use to establish a powerful customer-to-brand experience.