Belfast Brand Activation Event – Bringing Belfast Together #YourBelfast

Ines Metelo Events

In September 2018, MCE Events joined forces with Belfast City council to bring together hundreds of people as part of a secret film project that would celebrate Belfast’s energy, spirit and pride.

The aim of the project was to bring the new Belfast brand activation to life in a one-minute video, that would be unveiled on Culture Night, Belfast’s biggest annual cultural celebration that attracts thousands of people into the city centre.

With the aim of attracting hundreds of volunteers to come together for the project, initial planning for the event commenced in June 2018. Once a date was agreed, MCE Events scouted for a suitable location that would not only offer the required space to cater for a large number of participants, but one that would also represent a recognisable venue within the city. 

MCE Events proposed the open, green space located outside Belfast’s iconic Titanic Museum as a location that was accessible to the public and an area that would offer the required space to successfully film the video content via a drone. Once the chosen venue was agreed, MCE Events selected Northern Ireland’s leading videographers and photographers to capture the unforgettable moment of people coming together to form the new Belfast brand.

As part of the planning process, MCE Events was responsible for sourcing the necessary equipment and required amenities including, toilets, cable ramps, AV systems, a generator and a cherry picker, which would help to facilitate the end objective. Like all outdoor events in Northern Ireland, a Plan B was developed by the team in the event of poor weather conditions that could cause disruption to the activation. A full risk assessment was also carried out to identify any health and safety risks.

Following an outreach to schools within the Belfast area, approximately 450 pupils enthusiastically signed up for the project. In order to achieve maximum attendance, MCE Events arranged complimentary transport to bring the children to and from the venue, safely returning them to school after the event. A crowd management company was hired by MCE Events to assist with ensuring the safety of participants at all times.

On the day of the activation, the team was the first on site to commence the event set-up. As volunteers began to arrive, MCE Events managed the registration process to ensure a consent form was signed and to allocate each individual a coloured wristband. Due to the large volume of people in attendance, the colour-coded wristbands were used to direct people to a different section of the mapped-out shape. This process allowed a smoother transition when guiding and directing people to the allocated positions.

MCE Events also hired a catering company to provide food and water for the volunteers, which helped to heighten the overall experience for those taking part.

To find out more about what MCE Events could do for your business or brand, contact Anna Connor on anna@mcepublicrelations.com or 028 9026 7099.

For more information connect with MCE on Twitter @MCEnewsfeed, Facebook @MCEPublicRelations and Instagram @MCEPublicRelations.

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