AUSTRALIAN OPEN 2021 SNAPSHOT

THE BRIEF

To create and produce a range of omnichannel-driven content for tennis fans globally during the Australian Open. The aim was to come up with an integrated approach and segment content appropriately via select platforms, taking into account key content pillars and audiences.

Utilising my background in broadcast journalism and content production, I was tasked with working with the head of digital content to manage a team of content producers and on-the-ground reporters in the hope of delivering a great mix of entertainment and fan-driven content.

MY DUTIES

• Pre-event content planning and organizing to ensure the team was ready to go during event

• Helped establish a team of multilingual reporters and talent

• Liaising with operations and public relations team to obtain access and permits for team members

• Working with various stakeholders: marketing, public relations teams, digital, corporate sponsors, TA production, and players to produce a range of content for digital channels that suited their requirements.

• Managing a team of reporters and content producers (six direct reports) and setting daily editorial/content agenda

• Upskilling and training staff in presenting and production out in the field

• Scriptwriting and production management of various marketing videos for event and corporate hospitality

• Field producing (when required) for bespoke corporate and event content

• Shoot management, storyboarding, and post-production of marketing and corporate sponsor content

• Managing offsite production teams including the external agency producing the daily Snapchat Show

• Working with in-house creative teams to produce a range of visual assets to be used on channels

• Shooting and editing when required

• Presenting for TA domestic channels

RESULTS

• Over 250 pieces of bespoke content produced by myself and my direct team over a two-week period. Over 2000 pieces of content produced by wider digital team

• Increased engagement and a wider audience reached thanks to a focus on content roll out on other global AO channels: China and Japan

• Best ever lead into the AO on digital channels, up 144%

• Increased corporate sponsor satisfaction thanks to a more integrated and creative approach with high profile brands including Bondi Sands, Ralph Lauren, Visit Victoria and City of Melbourne

• Increase in revenue thanks to successful integration of commercial digital content