CONTRIBUTIONS
Account Management
Project Management
Marketing Strategy
Brand Campaign Development
Photoshoot Coordination
Sponsorship Strategy
Activation
Event Program Development
Proposal Design + Copy Writing
Vendor + Agency Management
2018 - 2020
Employer: TTG Canada (TORQUE Strategies and TTG Partnerships)
Client: Rugby Canada + HSBC Canada Sevens
Imagery Credit: HSBC Canada Sevens
In four fast years, HSBC Canada Sevens has established itself as a staple of Vancouver's social scene, drawing nearly 74,000 fans (including a few celebrities) over the two-day event. These fans are a major reason why Vancouver has catapulted to the top ranks of the World Rugby Sevens series; they don't just show up, they go all in.
We’re talking a fandom that impresses even the sport’s top athletes, such as Werner Kok, South African Sevens star and World Rugby Sevens 2015 Player of the Year, “I hope it stays here for another 10 years because I’d like to come watch as a fan one day.”
This loyal fan-base is the product of many factors coming to a head, the most influential being the combination of a well-conceived brand strategy and an impossibly electric fan atmosphere right out of the gates.
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As the AOR lead representing both marketing and commercial optimization arms, scope for this client is extensive and ever evolving. My strength lies in my ability to be relied upon to juggle a bazillion balls, identify new opportunities, and create solutions to further integrate the sales + sponsorship + marketing efforts; ultimately growing revenue, elevating the brand and enhancing the consumer experience.
2020 Campaign: ‘This Is Sevens’
THE BRIEF
• Position HSBC Canada Sevens as a marquee event of Rugby Canada, with elements transferrable to other Rugby Canada events;
• Create a storyline(s) that will resonate with, and act as a point of entry for new fans/demographics;
• Create a framework for a modular campaign that targets audience segments withprioritized messages throughout the campaign window;
• Strike a balance in positioning the event as both a sporting event and entertainment spectacle (i.e. Rugby vs Fancy Dress);
• Utilize pre-existing photography and video footage from past events;
• Create sustainable concept(s)that could be used beyond 2020;
• Generate awareness and drive ticket sales!
Digital Advertising
GIF and video creative assets were tailored to resonate with core audience segments (I.e. rugby fans vs. entertainment seekers) and designed for digital + social media paid advertising applications, resulting in significant increases to client ROAS + CTR.
![C7_1920x1080FanGirl[1].jpg](https://images.squarespace-cdn.com/content/v1/5eaf1fe6f965f00825c43158/1588541406789-XBIO95ICV6S5M2RM1S0B/C7_1920x1080FanGirl%5B1%5D.jpg)
BC Place (March 10, 2020)
Content + Production
Contributions
Onsite Agency/Vendor Management
Briefing + Shot List
Collaborative Quick Turn Event Recap Videos
Creative + Art Direction
Collaboration: TORQUE Strategies + Victory Creative Group
