Why QMS used Bespoke to promote and host three huge events in Sydney, Melbourne and Brisbane
QMS is one of Australia’s largest out-of-home advertising providers but differentiates itself from rivals by specialising in providing premium spots and the ability for dynamic – or animated – display.
Click to enlarge: The Melbourne leg of QMS’ nationwide tour presented to 100 guests at the stunning Metropolis on Southbank
To help convince potential clients of the benefits in investing in premium, the brand commissioned Neuro-Insight to conduct research investigating whether or not out-of-home sites can gain the personality of the sites they’re placed on – in much the same way as newspaper advertisers enjoy a positive association with the publication.
Click to enlarge: Neuro-Insight’s Peter Pynta address 150 delegates at Sydney’s Beta Bar & Gallery
To get this message out to Australia’s media and marketing industry, QMS inlisted Mumbrella Bespoke to host three huge events in Sydney, Melbourne and Brisbane.
Click to enlarge: Bespoke editor Adam Thorn moderates a panel at Brisbane’s new Howard Smith Wharves
What we did
Bespoke collaborated closely with QMS to help brand the event, and sourced three of Australia’s best locations to hold the breakfasts. In Sydney, 150 senior marketers joined us at Beta Bar & Gallery; in Melbourne, 100 guests watched at Metropolis, with stunning views over Southbank; and in Brisbane, 80 readers joined us at new venue Howard Smith Wharves.
Mumbrella handled every aspect of the organisation, including:
- Booking the venue and catering
- Liaising with speakers
- Designing, writing and printing all assets, menus 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 larger events – to send targetted invites to senior marketers handpicked by QMS.
Secondly, we published a news story opening up registrations to all of our audience. QMS 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 events and also wrote a script that was shared with the speakers prior to the summit, so they could make whatever edits they wanted.
Click to enlarge: One of the attractions of attending for delegates is the networking opportunities on offer.
Click to enlarge: Metropolis is one of Melbourne’s most spectacular new venues – and was the perfect location for our breakfast event.
Click to enlarge: Mumbrella even organised for florists to give each table a personal touch.
How it performed
- 150 delegates attended in Sydney; 100 in Melbourne; and 80 in Brisbane
- More than 330 Mumbrella readers registered their interest to attend via our news story and content
- Mumbrella also sent targetted invites to nearly 700 readers who have attended our events, separated into three tiers of importance.
- In total, content used to promote the event accumulated more than 3,500 page views
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.
CONTENT SPONSORED BY Mumbrella Bespoke
