Andrew Churchill.
With Brisbane’s stadium future now secured, we turn our attention to getting ready for the job itself, and there’s a sleeping giant for marketers across the world that cannot be ignored.
Beyond the athletes and spectators, where will we find the vast, unseen army of creative, production, and strategic professionals needed to bring the Olympics to life?
From performers to producers, copywriters to caterers, technicians to translators, and security guards to scenic builders, the demand for experienced crew for Brisbane 2032 – including all its campaigns and the many side events – will dwarf the capacity of any new stadium.
We don’t have the luxury of phoning up Hollywood like LA will, we’re not the world's #1 tourist destination in the middle of Europe like Paris, and we don’t have 14 million people in one of the world's biggest cities to lean on like Tokyo did.
Queensland's physical isolation from the world's major hubs for tech, kit, and build will also be a significant challenge for the industry. That’s further exacerbated by the regional spread of events throughout the state.
In the usual frenetic months leading up to a shoot, major event, or the Games themselves, getting a call to ship something in, get something made, or book someone on a job will be exponentially more difficult.
But, despite the enormity of the challenge ahead, Brisbane and Queensland can be ready to seize this golden opportunity.
Having delivered events for major brands across the world – including Brisbane – we understand the importance of early-stage workforce development, logistical planning, and building the kind of partnership ecosystem needed to thrive both regionally, and on a global platform.
There are practical solutions to grow the local industry’s capacity and capability:
- Welcoming more international brands and their flagship events with stronger incentives; too many global brands are skipping Brisbane and that will hurt us and them when it matters most. The stage is set with some great venues, crew, and creatives, we just need global brands to pay attention.
- Creating deeper industry partnerships and networks that stretch across Asia-Pacific; strengthening ties across the APAC region will allow Queensland to tap into more advanced digital strategies and innovative marketing techniques. These partnerships will elevate Queensland’s event capabilities, ensuring it remains competitive in a global market.
- Bringing more juniors into the ranks with targeted training programs and establishing legacy programs; by skilling up young locals now and giving them an industry they can build a career in. As well as this, legacy programs can help future generations of event planners, marketers, creatives thrive. This could include mentoring programs, adding the Diploma of Event Management to the Free TAFE program, and industry specific internships.
- Boosting the pipeline of major events on a truly global level with increased investment; by driving more investment into major events before and after the Olympics, Brisbane can create a steady stream of activity that will support long-term economic growth. The key is ensuring that these events are woven into the fabric of the city’s identity, and that Brisbane is positioned as a key global destination for high-profile events.
There is more than just the thrill of Olympic green and gold glory on the horizon; briefs and RFPs will quite literally be coming in soon. If we act now, Brisbane can develop a dynamic marketing and events ecosystem that benefits the region, and Australia for years to come. Through the Games we can develop local expertise, drive economic growth, and ensure a true long-term legacy for the state that is so much more than just a new stadium. It’s time to rally the crew, for 2032.
Andrew Churchill is the Director of Strategy & Synergy for APAC with Sight and a born and bred BrisVegan.