Museums Victoria – Commercial Marketing & Creative Direction
A selection of commercial marketing projects I coordinated or creatively directed during my tenure as Commercial Marketing Officer at MV.
Museums Victoria Store —
assorted marketing collateral
A selection of creative used in a weekly communications cycle across web, social and eDM. The Retail Manager advised the promotion or product to be featured. I then strategised the marketing angle, and briefed and directed the in-house design team to prepare visuals for going to market.
Mercury Restaurant at Melbourne Museum – promotional photoshoot
A series of photographs taken to support a marketing campaign, driving awareness and visitation for then-new Mercury Restaurant at Melbourne Museum. As campaign lead, I briefed and directed the photographer and talent, while also managing stakeholder expectations and feedback from the Museum’s leadership, commercial and venue teams, and catering partners.
Kids’ Birthdays at Scienceworks — promotional photoshoot
A promotional photoshoot in the Alpha & Beta Rooms at Scienceworks, which had been freshly refurbished for kids’ birthday party bookings. I worked with an external photographer, and managed child talent and stakeholder expectations to conduct a photoshoot of these new spaces ahead of marketing promotions. Preparation for this shoot required detailed market research, as well as navigating revisions to food & beverage packages with the Museum’s catering partner, to ensure that all children’s birthday party products and their marketing visuals satisfied Museums Victoria’s healthy food partnership agreement with VicHealth.
Museum Spaces Special Events — promotional photos
A series of photographs for a special client event, booked in the Touring Hall at Melbourne Museum. With a lavish event in planning that would demonstrate the full potential of this key venue and its unique technical capabilities, capturing marketing imagery was paramount. I worked with an external photographer while managing expectations from the client organisation, event planner and internal stakeholders, to direct a photoshoot that would showcase the space while satisfying all requirements and not impeding the guest experience.