Objective:

MFA EX is the biggest media industry conference in A/NZ region, attracting over 2,000 attendees per year across Sydney and Melbourne. When organising live coverage for the event, the objective is to simultaneously showcase the scope, scale and importance of the event, to create engaged communities of people online who cannot attend, generate FOMO for those not in attendance, and capture content that provides longevity and commercial interest after the event has concluded.

My Role:

After creating the overall communications and marketing plan in collaboration with the external event management team, I coordinated the briefs for photographers, videographers, and vox-pop interviewers, as well as designed the MFA activation and presence at the conference. I was a continual point of contact for all photographers and videographers through the day, and was responsible for collecting and housing their galleries in a professional format on the MFA website.

I then assisted the CEO and PR Manager of the MFA on providing rounds of feedback on the videography hype reels and social snippets captured throughout
the event.

Outcomes:

• >100,000 impressions on posted content (LinkedIn)

• >250 cycles on internal agency office news screens

• High-Engagement rate with the MFA activation at the event

• High rate of immediate sponsor recommittment for future iterations of the event, delivering commercial outcomes.