Marketing Featured ANZ

Melbourne Park’s CENTREPIECE launches first brand campaign, reignites ‘passion’ for live events

Australia – CENTREPIECE, the new events and conference venue of Melbourne Park in Australia, has launched its first brand and acquisition campaign, ‘Make CENTREPIECE Your Masterpiece,’ to reinvigorate the city’s events sector in 2022.

The digitally lead campaign, which was created in partnership with creative agency partner Keep Left, is a 30-second ad that aims to drive awareness, differentiate, and build an understanding of CENTREPIECE among local and national event planners. 

Georgia Pedersen, the strategic marketing manager at Melbourne and Olympic Parks, shared that building on the experience Melbourne and Olympic Park offers for major events such as the Australian Open, CENTREPIECE presents as an innovative and adaptable venue with the capability to host a range of events from large-scale conferences and major awards nights to weddings and gala celebrations.

“This campaign challenges event planners to express themselves and think outside the box with mind-expanding creative executions and get excited about the endless possibilities of building their event at CENTREPIECE,” said Pedersen.

Blair Kimber, Keep Left’s executive creative director, commented, “’Make CENTREPIECE Your Masterpiece’ speaks to the audience’s desire for creating unique events by demonstrating how customizable the venue is. It positions CENTREPIECE as the blank canvas that allows event managers to freely express their vision, to think big and deliver something bespoke.”

CENTREPIECE will begin hosting events in early 2022, including Asia Pacific Incentives and Meetings Event (AIME), the leading meetings and conventions event in APAC.

Platforms Featured Southeast Asia

PH’s Kumu brings live concert experience to users via new ‘Live Events’

Manila, Philippines – To keep Filipinos entertained amid the pandemic lockdown, local live streaming app Kumu has officially launched its ‘Live Events’ platform, which aims to be the biggest virtual stage in the Philippines to offer its viewers live concert experiences, festivals, and parties from the comfort of their own homes.

The new ‘Live Events’ will primarily be hosted on website, and just like any public concert or exclusive event, it will be ticketed and gated, which is in contrast to the standard Kumu live stream shows that are open to public viewing.

Mariel Bitanga, the head of Kumu ‘Live Events’, said that they hope to bring the party experience to the live stream community, and provide them access to their favorite artists in fully produced events through the new platform.

She further shared that the Kumu ‘Live Events’ would still have Kumu’s usual engagement features, and in addition, will have special features lined up, such as private post-show engagement features, replicating the ‘after-party’ experience in live in-person shows.

“As a company, Kumu always strives to elevate our users’ experience within our Kumunity. And Kumu ‘Live Events’ is definitely an exciting addition to offer our users another avenue to enjoy, engage, and connect within our space,” added Bitanga. 

More details on Live Events’ ticket selling, sign-ups, and musical performance line-up to be announced available within the month of April.