As an event marketing/management consultant, you have been assigned to plan an event for your client (Tourism Australia, Australian destination marketing organisation) in 2024. You are given $50,000 to plan a hybrid event*. The client's overall objectives are to increase destination awareness (to potential international tourists) and to enhance residents' quality of life while enlivening public spaces and boosting local businesses. *It refers to "an event that combines a live in-person event with a virtual online component."
 

1. Determine your specific marketing objectives ("WHY") for your proposed event. Make sure that you use SMART objectives in line with your client's overall objectives and provide your justification for each objective.

2. Describe how you can develop the concept of this event using the thematic principles (WHAT, WHO, WHEN, WHERE, and WOW). Elaborate and justify your answer with examples specific to this event. As for "WHO," you are to identify and describe TWO personas.
3. Describe your POP (pre-event, onsite, and post-event) strategies to market this event.