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MCG Experience Strategy

The Melbourne Cricket Ground is one Australia’s most significant cultural and sporting icons. I developed digital and experience strategies across three of the key brands under the MCG umbrella: the Melbourne Cricket Ground, the Melbourne Cricket Club and the National Sports Museum. This included brand architecture and definition, content strategies across digital channels, a 3-year road map of projects and initiatives to meet business objectives, and an experience strategy grounded in Design Thinking principles and methodologies.

The results:

  • Launch of ‘Most Loved Stadium’ campaign
  • MCG website launched
  • MCC website launched
  • Launch of ‘Tweet the Crowd’ campaign
  • MCG app redeveloped