ICC MEN’S T20 WORLD CUP 22
The ICC Men's T20 World Cup proved to be an exhilarating opportunity for Visit Melbourne to shine on the global stage, showcasing the city's vibrant essence and the myriad of unforgettable moments, it offers.
As a key player in this project team, I collaborated with the T20 World Cup, Visit Victoria's marketing, PR, events, and international teams to manage a series of digital campaigns while producing a diverse range of content for broadcast and digital distribution.
One of the most remarkable achievements was our strategic campaign targeted at the Indian market. This focused effort yielded extraordinary results, with a 400% increase in website traffic and remarkable growth in our organic audience and email database. This success underscored our ability to connect with the desired audience effectively and build lasting engagement.
In our pursuit of exceptional engagement for major event content, we implemented a clever influencer and creator program in collaboration with Tourism Australia. This strategic approach allowed us to expand the reach of the T20 World Cup and attract even more attention to the event.
Additionally, we capitalized on the occasion to highlight other key events to the interested audience, such as the International Indian Film Festival, featuring prominent celebrities and influencers who graced Melbourne with their presence during the event.
Our concerted efforts resulted in an impactful showcase of Melbourne's allure during the T20 World Cup, reinforcing the city's position as a desirable destination for international visitors.
By leveraging strategic campaigns, innovative content production, and collaborative initiatives, we left a lasting impression on our target audience and fostered strong connections that will resonate with visitors long after the event concluded.
HIGHLIGHTS
Incredible growth of Indian and sub-continent digital audiences in Visit Victoria through paid and organic content partnership initiatives
Successful management of content creator and influencer program resulting in mass awareness for Melbourne during T20 World Cup
Successful tickets on-sale campaign, resulting in sold-out matches across the competition
Successfully contributed to the ICC’s largest-ever digital engagement results for ICC T20 World Cup
Successful multi-platform content pieces created, that were aired on global channels, including Star Sports India
Helped engineer one of Visit Victoria’s most successful major event partnership campaigns, and contributed to content program offered on Star Sports
