MAJOR EVENTS IN MELBOURNE
Emerging from the challenges of the Covid years, Visit Victoria faced the monumental task of reestablishing Melbourne's status as the unrivalled events capital of Australia and the world.
Leveraging my genuine passion for sports and all things related to major events, coupled with my extensive network of industry contacts and in-depth understanding of sport-centric and event audiences, I embarked on this mammoth project.
Collaborating closely with our major events partners and internal marketing teams, I orchestrated the creation of an exciting calendar of significant events content. This carefully curated content highlighted the events themselves and showcased the diverse array of experiences and attractions Melbourne offers.
Through this well-coordinated effort, the team and I revitalized Melbourne's reputation as a premier events destination and provided visitors and audiences with an immersive and unforgettable experience, ensuring that Melbourne remains a top choice for travellers and event enthusiasts alike.
HIGHLIGHTS
Built a comprehensive content framework and production calendar, ensuring seamless partner collaboration
Through innovative campaign ideation, compelling storytelling, and the strategic identification of influential talent, I executed some of the most effective multi-channel content partnerships, leaving a lasting impression on national and international audiences, and smashed our prior engagement benchmarks.
Rolled out a comprehensive What’s On focused campaign that has been reproduced by various other national and regional tourism bodies.
Over 40+ million impressions were generated for major events content alone, with unprecedented levels of engagement.
Spearheaded effective content strategies targeting audiences at a national and global level
Expertly managed content creator and influencer opportunities during major events
Showcased Melbourne's complementary product offerings alongside major events
Implemented influencer and creator-led programs, leading to a remarkable 400% growth in our Indian audience, during the T20 World Cup, further enhancing Melbourne's global reach.
Developed a comprehensive suite of creative content and production assets, empowering us to promote future events more effectively with a framework
Successfully transformed the creative framework for integrated major events into our seasonal ‘always on’ campaigns