# City-Themed Festival Activations The UK's Culture Trip is Introducing Itself to the USA at SXSW By Laura McQuarrie | Published 2019-02-28 | Pop Culture Source: Trend Hunter, https://www.trendhunter.com/trends/culture-trip References: [adweek](https://www.adweek.com/digital/how-a-uk-based-media-tech-and-entertainment-company-will-try-to-break-into-sxsw-next-month/) & [theculturetrip](https://theculturetrip.com/) The UK's [Culture Trip](https://www.trendhunter.com/trends/pop-culture-coffee) describes itself as a "global hyper-growth startup operating in travel, media and entertainment" and it plans to introduce itself to North America at this year's SXSW. Over the course of three days, Culture Trip will be taking over the [Austin Motel](https://www.trendhunter.com/trends/austin-post-ss26) with an activation to give people a sense of what it is all about. Culture Trip will be showing its first original film, The Soul of Soho, and each night, the entire space will be transformed to share the vibes of global hotspots like New York, Hong Kong and London. While there will be DJs, music, Asian-style night markets and games of bingo to keep attendees entertained during the nights of SXSW, Culture Trip will also be offering plenty of activities for the daytime too. ## Trend Insights (Trend Hunter) - Score: 5.2/10 - Popularity: 66% | Activity: 83% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Pop Culture](https://www.trendhunter.com/popculture) > [Media](https://www.trendhunter.com/media) ## Key Themes ### Key Themes Behind This Trend - **Immersive Activation Experiences:** Creating engaging experiences that transport participants to different global hotspots, like New York, Hong Kong, and London, through immersive activations. - **Original Content Showcase:** Presenting original films, such as The Soul of Soho, as a way to showcase media and entertainment offerings and attract a new audience. - **Cross-industry Collaborations:** Partnering with various industries, such as travel, media, and entertainment, to create unique festival activations that blend different sectors and engage diverse audiences. ### Where This Applies - **Travel:** Offering travel-inspired experiences and showcasing global hotspots to attract tourists and adventure seekers. - **Media:** Using original films and content to promote media offerings and engage with consumers in a more immersive and interactive manner. - **Entertainment:** Creating innovative festival activations that offer entertainment options like DJs, music, night markets, and games to enhance the overall attendee experience. ## Related on Trend Hunter - [Online Lifestyle-Inspired Street Festivals](https://www.trendhunter.com/trends/street-life-festival.md) - [NFT-Focused Festival Sponsorships](https://www.trendhunter.com/trends/blockchain-creative-labs.md) - [Seoul-Themed Immersive Digital Exhibitions](https://www.trendhunter.com/trends/delight-installation.md) - [Creative Play Pop-Ups](https://www.trendhunter.com/trends/sharpie-studio.md) - [In-Person Gallery Experiences](https://www.trendhunter.com/trends/whataburger-museum-of-art.md) - [Branded Content Creator Residencies](https://www.trendhunter.com/trends/matador-house.md) - [AI Creator-Centric Campaigns](https://www.trendhunter.com/trends/the-spirit-of-london.md) - [Wintry Retail Activations](https://www.trendhunter.com/trends/winter-wonderland-popup.md) - [connection-promoting new year installations](https://www.trendhunter.com/trends/cultural-exchange.md)