At Theory Crew, we specialise in memorable brand activations and event management in Melbourne. We understand that a successful event that creates buzz can make all the difference in achieving your communication and PR objectives. That's why we offer a full suite of event planning services designed to help you reach your goals.

Our experienced PR event planners work closely with your business to understand your PR needs and develop a tailored event strategy that aligns with your brand and messaging. From product launches to press conferences, media/corporate events, we can handle every aspect of event planning, from concept to execution.

With our extensive network of industry contacts, we can help you secure the best venues, vendors, and suppliers for your event in Melbourne Australia. Our team will take care of all the logistics, including branding, event design, sampling, attendees, production, catering, and entertainment, leaving you free to focus on running behind the scenes.

We can also arrange media and influencers to attend events and activations. Hosting an event with influencers and media personalities is a very valuable way to build brand awareness and engage with your target audience on socials. Influencer attendance is a great way to generate engagement online to increase your brand presence, and connect with potential buyers.

Whether you are planning a product launch, a charity fundraiser, or a corporate event, incorporating social media talent can help elevate your event and make it more memorable. We carefully select influencers who will align with your brand values and have a following that overlaps with your target audience.

We pride ourselves on our attention to detail, creativity, and commitment to excellence, which is why we are one of Melbourne’s best PR and communication agencies to execute your event.


How do I determine the budget for an event or brand activation?

Determining the budget for an event or brand activation can be a complex process that requires careful consideration of several factors. Here are some steps to help you get started:

Define your objectives: The first step is to define what you want to achieve from the event or brand activation. This will help you determine the budget you need to allocate to each activity.

Identify your target audience: Your target audience will determine the type of event or brand activation you need to organize, and this will impact your budget.

Determine the scope of the event: The size and complexity of the event or brand activation will determine the budget required. Consider the venue, equipment, staffing, and any other resources you will need.

Create a detailed plan: Once you have defined your objectives, target audience, and scope of the event, create a detailed plan that outlines all the activities and resources required. This will help you estimate the budget accurately.

Allocate your budget: After estimating the total budget required, allocate it to each activity based on their importance and impact on achieving your objectives.

Keep track of expenses: Monitor your expenses carefully to ensure that you stay within budget. Keep a record of all expenses and adjust your budget as needed.

Consider contingency planning: Include a contingency budget in case of unexpected expenses or changes in plans.

Remember, budgeting for an event or brand activation is not an exact science, and you may need to adjust your budget based on your actual expenses and results. It's important to plan carefully and be flexible to ensure the success of your event or brand activation.

What are some effective strategies for promoting an event or brand activation?

Social media: Use social media platforms like Facebook, Instagram, Twitter, and LinkedIn to create buzz and promote your event or brand activation. Create a hashtag and encourage your audience to use it to share their excitement.

Email marketing: Build an email list and send regular updates about your event or brand activation. Use engaging subject lines, personalized content, and clear calls-to-action to encourage your audience to attend.

Influencer marketing: Partner with influencers in your industry or niche to promote your event or brand activation to their followers. This can help you reach a wider audience and build credibility.

Content marketing: Create engaging content that provides value to your audience and promotes your event or brand activation. This could include blog posts, videos, podcasts, or infographics.

Event listing sites: Submit your event or brand activation to online event listing sites like Eventbrite, Meetup, and Eventful to reach a wider audience.

Public relations: Reach out to media outlets and industry publications to get coverage of your event or brand activation. This can help you build credibility and reach a wider audience.

Street marketing: Use creative and eye-catching street marketing techniques like flyers, posters, or chalk art to promote your event or brand activation in high-traffic areas.

Remember, effective promotion requires a multi-channel approach that reaches your target audience where they are. Use a combination of these strategies to maximize your reach and build excitement for your event or brand activation.

How can I measure the success of an event or brand activation?

Measuring the success of an event or brand activation is crucial to determine the return on investment and to make improvements for future events. Here are some ways to measure success:

Attendance: The number of people who attended your event or brand activation is a good indicator of its success. Compare the actual attendance to your expected attendance to see if your marketing efforts were effective.

Engagement: Look at the level of engagement during the event or brand activation, such as how many people interacted with your brand, participated in activities, or shared content on social media. High engagement levels indicate that your event was engaging and memorable.

Sales or leads generated: If the purpose of your event or brand activation was to generate sales or leads, track the number of sales or leads generated during and after the event.

Feedback: Collect feedback from attendees through surveys, social media, or other channels to gain insights into their experience. Ask questions about their satisfaction, what they liked, and what could be improved.

Brand awareness: Track any increase in brand awareness after the event through metrics such as website traffic, social media mentions, or media coverage.

ROI: Calculate the return on investment by comparing the total cost of the event or brand activation to the revenue generated or the value of the leads generated.

Remember, measuring the success of an event or brand activation is an ongoing process that requires careful planning, monitoring, and analysis. Use these metrics to evaluate the effectiveness of your event or brand activation and make improvements for future events.

What are some key trends in event planning and brand activations?

The event planning and brand activation industry is constantly evolving, and it's important to stay up-to-date with the latest trends to remain competitive. Here are some key trends in event planning and brand activations:

Hybrid Events: With the rise of virtual events due to the pandemic, hybrid events (combining both in-person and virtual elements) have become increasingly popular. This allows for a wider reach and greater engagement while accommodating those who cannot attend in person.

Sustainability: Environmental sustainability is becoming an increasingly important factor in event planning and brand activations. Incorporating sustainable practices such as using eco-friendly materials, reducing waste, and promoting ethical sourcing and labor practices is a trend that is gaining momentum.

Personalization: Consumers are seeking personalized experiences, and this trend is reflected in event planning and brand activations. Customized experiences that cater to individual preferences, such as personalized content, products, and activities, can help to create memorable and engaging experiences.

Technology Integration: Technology is increasingly being integrated into events and brand activations, from augmented reality and virtual reality experiences to interactive displays and live streaming. This can enhance engagement, provide real-time feedback, and extend the reach of the event.

Emotional Engagement: Creating an emotional connection with consumers is a key trend in event planning and brand activations. Emotional engagement can be achieved through storytelling, immersive experiences, and sensory stimulation.

Health and Safety: The COVID-19 pandemic has brought health and safety to the forefront of event planning and brand activations. Implementing safety protocols such as social distancing, contactless interactions, and enhanced cleaning and sanitation practices is now an essential part of event planning.

Remember, staying up-to-date with these trends can help you to create successful and engaging events and brand activations that meet the needs and expectations of your audience.

How do I ensure that my event or brand activation is inclusive and diverse?

Ensuring that your event or brand activation is inclusive and diverse is important to create an environment that is welcoming and accessible to everyone. Here are some ways to ensure inclusivity and diversity:

Start with a diverse planning team: A diverse planning team can bring different perspectives and ideas to the table, leading to a more inclusive and diverse event or brand activation.

Choose an inclusive venue: Select a venue that is accessible to everyone, including people with disabilities, and has gender-neutral restrooms.

Provide accommodations: Provide accommodations such as sign language interpretation, audio descriptions, and accessible seating to ensure that everyone can participate.

Create a code of conduct: Develop a code of conduct that promotes respectful behavior and does not tolerate discrimination, harassment, or bullying.

Offer diverse and inclusive programming: Include a diverse range of speakers, performers, and activities that reflect the diversity of your audience.

Promote diversity in marketing: Use diverse imagery and messaging in your marketing materials to reflect the diversity of your audience and to show that your event or brand activation is inclusive.

Collect feedback: Collect feedback from attendees after the event to gain insights into their experience and to identify areas for improvement.

Remember, inclusivity and diversity should be an ongoing effort and not just a one-time checkbox. Continue to evaluate and improve your efforts towards inclusivity and diversity in future events or brand activations.

Some brands we've worked with