When Vancouver won the bid to host the world’s largest conference on gender equality, it came with the requirement for a free outdoor event where thousands of international delegates could mingle with Vancouverites and sample West Coast culture. The catch? A client budget of zero. BrandLIVE was engaged to create, market and sell a range of partnerships to finance the Women Deliver 2019 Conference’s signature social event, then market and produce it.
BrandLIVE took inspiration from its music festivals to design a street party centred on Vancouver’s Jack Poole Plaza. With programming focused on music, food, art and education, Culture Night fused a celebratory atmosphere with meaningful content from sponsors including UN Women and the BC Nurses’ Union. A marketplace showcased local non-profit groups and female entrepreneurs, while a curated selection of food trucks gave a flavour of Vancouver’s culinary scene to attendees from all corners of the world. To engage the public, BrandLIVE created a distinct Culture Night brand, website and social channels, and publicized the event with a press and PR campaign supported by digital, print and out-of-home media buys.
Mainstage headliner Chantal Kreviazuk was preceded by speeches from government ministers, civic councillors, Vancouver’s mayor, and Women Deliver ambassador Sophie Gregoire-Trudeau, as Vancouver and Canada demonstrated their genuine commitment to gender equality.
