Old City Media’s New Take on Experiential Marketing

Successful experiential marketing, which creates unique experiences for the consumer rather than courting them through traditional advertising and marketing strategies, is a holy grail for many brands. Yet, in a post-pandemic world, identifying and locating that holy grail can be difficult. Enter Old City Media, the North American event production and experiential marketing agency whose seemingly simple yet highly effective approach to face-to-face brand experiences might be changing what’s possible.

A Hospitality Approach to Brand Building

Old City Media has been operating for 25 years, creating partnerships between brands and retailers to host experiential marketing events. Founder Ray Sheehan brings with him a background not only in marketing and strategic planning but in hospitality and event management as well. Interpersonal engagement and special events are core to his entire approach. “I take my years of experience in hospitality and apply it to the agency,” Sheehan says. “We give all our partners that white glove treatment and world-class service.”

Before starting Old City Media, Ray partnered with UpcomingEvents.com, a Philadelphia-based production company, and worked for 20^th Century Fox, where he produced a nationally syndicated television show. In the past two decades, Ray has helped Old City Media grow from its base in a single city in the United States to the international reach it has today.

Pop-Up Sales: The Power of the Gift

After the pandemic left many brands without direct vehicles for community engagement, Old City Media created the GIFT Program to help connect their brand partners with consumers on the ground, face to face, at high-traffic retailers. A modern take on pop-up sales activation, the GIFT Program allows brands to reach their target demographic by engaging with customers and gifting them pre-purchased, store-branded gift cards, redeemable on location at the host retailer. For host partners, the GIFT program allows the retailer to enhance the customer experience and monetize their available floor space.

“When the customer wins, everyone wins” is the motto behind the program. Initially developed for Fortune 500 companies, the GIFT Program has since been used to match diverse brands with retail partners in over 50,000 pop-up events. The program has been welcomed by grocery chains, hardware stores, and other retailers. “With the GIFT Program, we’re able to place your brand within the fabric of the community,” Ray said.

The GIFT Program has helped earn Old City Media awards and recognitions, such as Most Innovative Experiential Marketing Agency 2023 and Stellar Business Awards 2023. Old City Media has also been listed in the Inc. 500’s Fastest Growing Private Companiesand in The Philadelphia Business Journal’s list of fastest-growing privately held companies.

Going Global

“At Old City Media, we’re all about creating unforgettable experiences that strike the right chord with audiences, no matter where they are in the world. Just like rock and roll knows no borders, our approach to experiential marketing resonates globally—delivering authentic, high-energy brand activations that hit all the right notes,” notes Sheehan.

What’s next for this experiential marketing agency? Old City Media has recently expanded into Canada, and they are developing plans for other international markets. Included in their global plans are upcoming partnerships with large shopping centers, including collaborations with Walmart. Most of all, Old City Media hopes to continue reshaping what experiential marketing can be and what it can achieve.

“Going global is like taking your greatest hits on tour: you adapt to the crowd, embrace the local vibe, but stay true to your sound. Whether it’s in a bustling city in North America or an iconic destination abroad, we bring the same passion, creativity, and connection that turns moments into movements,” the founder concludes.

Visit Old City Media’s website for more information on their services and projects.