Do brand trips work, and are they worth it?

When it comes to creating true brand believers, few things are as powerful as experience.

Recently, Rise & Shine hosted four of New Zealand’s favourite foodie creators in Sydney for a 48-hour Le Creuset brand trip, and what unfolded went far beyond content creation.

The trip was centred around Le Creuset’s 100-year celebration at the Sydney Opera House - an extraordinary event featuring a bespoke menu from executive chef Peter Gilmore, stunning product displays (including the new limited-edition Flamme Dorée), and a spine-tingling string quartet. The next day, we celebrated the opening of their new Chatswood boutique, followed by an opulent lunch with Le Creuset’s Oceania CEO and marketing team at Canvas.

The result was endless streams of beautifully crafted social content. But more importantly: deeper relationships, authentic brand understanding, and future ambassadors who left as genuine fans for life.

So, why invest in a brand trip like this? Because flying a small group over to experience the brand where the magic is already happening can be far more cost-effective - and meaningful - than trying to replicate it elsewhere. These money-can’t-buy moments build lasting loyalty, spark future partnerships, and connect people to the heart of your brand in a way no press release ever could.

Sometimes, the most strategic move is to create a memory. And that’s exactly what we did.