Case study: How Bespoke turned BBC Global News’ upfronts into one of the most talked-about events of 2018
In spring 2018, BBC Global News approached Mumbrella to curate, promote and organise a sponsored breakfast event in Sydney to show off its new advertising opportunities to 100 potential clients. In particular, the British publisher wanted to position itself as a leader in branded editorial in APAC.
What we did
Bespoke branded the event the “BBC Storytelling Summit” and held it at Pier One Sydney, in a room with stunning views of the Harbour Bridge. Mumbrella handled every aspect of the organisation, including:
- Booking the venue and catering
- Liaising with speakers
- Designing, writing and printing all publicity material and invites
- Promoting it to our readers via content and news stories
- Overseeing the day’s running order, schedule and script
In order to get the most relevant guests, our strategy was two-fold. Firstly, we used our unrivalled industry contacts book – compiled from those who attend our events – to send targetted invites to senior marketers handpicked by the BBC.
Secondly, we published a news story opening up registrations to all of our audience. The BBC then selected those who would ultimately attend. We were able to use our knowledge of the industry to write those stories and invites in a way we knew would resonate with our audience.
Mumbrella Bespoke’s editor, Adam Thorn, MC’d the event as well as hosting short Q&As with the speakers after each session. He also wrote a script that was shared with the BBC prior to the breakfast, so they could make whatever edits they wanted.
Afterwards, we turned the event into a written feature that was published on Mumbrella.
How it performed
The event became one of the most successful we’ve ever held. As well as the 100+ delegates who attended, more than 1,000 people registered their interest for the event. Furthermore, 5,000 read the launch news story – making it our second most-read story that week (out of more than 100).
Want to find out more?
Vist Bespoke’s homepage at mumbrella.com.au/bespoke. If you’re interested in working with us, just send an email to adam@mumbrella.com.au and we’ll get back to you to arrange a meeting. To see our different packages, click here.