City Loop is an annual music festival that is held at the RMIT University City Campus in November. It is a collaboration between the Music Industry faculty and Mushroom Group with the assistance from RMIT Student Life.

In 2018, I assisted with internal communication targeting RMIT students. I organised posters to be placed in our high traffic areas on campus, social media posts on the RMIT Students Facebook Page (12K following), ran an influencer marketing campaign and created an engaging Insta story takeover on the official RMIT University Instagram account. The goal of this marketing strategy was to create brand awareness due to the name change from 2017, and to drive ticket sales in the last couple of weeks.

The influencer campaign saw me scout and arrange with six micro-influencers (1.5K - 13K) a double pass to the festival in exchange for an Instagram story leading up to the event, on the day coverage on their Instagram story, and a post on their timeline of them at the event after it had occurred. Majority of the influencers were RMIT students which assisted with the success of the campaign. It was an estimated 500 tickets had been sold within the two weeks of the campaign going live.

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