Gold Coast Marathon Partnership Activation Client: 90.9 SeaFM & Optus
Overview/Challenge: Tasked with deepening 90.9 SeaFM's community engagement at the annual Gold Coast Marathon, our objective was to promote the event, invite listeners, and create memorable experiences for runners and supporters, in collaboration with sponsor Optus.
My Role: As the Event Coordinator and Lead, I spearheaded the end-to-end planning, execution, and on-site management of SeaFM's activation. My responsibilities included ideation of interactive elements, talent coordination for the live outside broadcast, and overseeing direct community engagement initiatives.
Strategy & Execution: I designed and implemented a highly interactive "Sign-Making Station," which directly engaged thousands of attendees, encouraging them to create personalized messages of support for runners. To amplify event buzz, I facilitated a dynamic live outside broadcast, coordinating on-air talent interviews with runners and supporters, extending our reach beyond the physical event. This approach was designed to create meaningful, shareable moments and foster a strong sense of community.
Results & Impact: The activation successfully engaged thousands of attendees, fostering strong community participation and brand affinity for SeaFM. The accompanying social reel generated over 30,000 views, significantly extending the event's digital footprint and showcasing the impactful on-ground experience. This project excelled at creating tangible memories and driving meaningful interaction.
Key Learnings/Takeaways: This experience underscored the power of simple, interactive activations in creating deep, personal connections. It demonstrated that direct, hands-on engagement, combined with strategic media amplification, can yield more memorable brand experiences and foster genuine community involvement.