#SNAPMelbourne formed part of the #SNAPAustralia campaign, which was shared and amplified across local communities in Sydney, Brisbane, Adelaide and Perth. Thousands of people took part on the day, taking photographs and sharing them  on social media. The inaugural #SNAPMelbourne came runner up in the category “Best Use of an Event to Build a News Brand” at the 2017 International News Media Association awards in New York City.

PROJECT BRIEF

CLIENT: #SnapMelbourne (The Herald Sun, Melbourne)

TASK: Book heritage venue “Federation Square”,  Book performing artist Taylor Henderson, music sync licensing, video editing and basic promotion of the inaugural event #SnapMelbourne.

STRATEGY: Secure Taylor Henderson (X Factor finalist) plus access to his new single. Negotiate directly with artist management and the record label for free use of the “Light Up The Dark” in lieu of a performance fee, promotions and publicity. Secure endorsement from local TV celebrities and cut videos for social media campaign.

EXECUTION: “Light Up The Dark” was licensed gratis and formed the basis of the Radio advertisement that aired 300 times in a 2 week period. Edited social media promo videos for the event. Secured the support of Neighbours cast, interview and edit promo video. Secure the support of other celebrities including Wentworth actress photographs and interviews with Libby Tanner. 

RESULT: Federation Square came alive with snaps, food, and fun: More than 5,800 photos were uploaded utilising the hashtag #SnapMelbourne. 950 food items were redeemed. We reached 3.6 million people via twitter, and 2.6 million on Instagram.

It was official. Melbournians had embraced Snap Melbourne.

NOTE: #SnapMelbourne was awarded Runner Up in the “Best Use of an Event to Build a News Brand” Category of the 2017 International News Media Association Awards in New York.

TESTIMONIAL

I had the pleasure of working with Sue Melke and the Melke Branding team for our SNAP Melbourne event. Sue went above and beyond to secure talent for the day and helped drive awareness for our campaign following the event. Nothing was too much trouble for Sue. The team was quick to respond and offered up innovative ideas that really brought our concept to life.

SNAP Melbourne came runner up at the International News Media Association Awards in New York in the category “Best Use of an Event to Build a News Brand”. Safe to say the event was a hit thanks to Melke Branding and I look forward to working with her again in the future!

Sally Roscheller
Marketing Manager
#Snap Melbourne
Leader Community News