RISING: MELBOURNE

RISING, Melbourne’s newest winter festival, is a celebration of art, music, food and culture in the heart of the CBD.

Our major events and destination marketing teams tasked me to deliver a large-scale digitally-led campaign, to drive mass awareness and conversion, with an ambitious target of selling over 20,000 tickets and increasing visitation during Melbourne’s quiet and cooler months.

The campaign was one of the most successfully led digital event integration campaigns, with the engagement rate double our average for events-led paid and organic creative, and set a paid and creative framework for major event advertising partnerships.

I managed the content creation/production, creative, distribution and budget strategy, as well as the physical campaign delivery across Visit Victoria’s digital media channels, targeting interstate and intrastate travellers.

HIGHLIGHTS

• The benchmark for best-in-class digitally led event campaign for Visit Victoria

• Sold out tickets across multiple nights and venues

• Provided creative framework for look and feel

• 200% increase in engagement rate for major events digital video creative

• Increased reach and audience growth through organic content

• Increase in traffic to Visit Melbourne website, with average time spent on landing page above two minutes

• Creative is now used as a template for event-integrated campaigns

• Successfully managed various production shoots and creators