Case Study

WRLDCTY Created the Planet's Largest Virtual Festival for Cities

Problem

WRLDCTY needed to create a global virtual event to unite leaders, urbanists, and city lovers on a single digital platform for three non-stop days of conversations and experiences.

Solution

WRLD CTY 2020 created the world’s largest-ever virtual event dedicated to cities, their citizens, culture and experiences—broadcast from 20+ leading cities around the world.

Results

WRLDCTY welcomed over 5,000 attendees from 6 continents into its fully-branded virtual event platform, hosting 72 hours of continuous programming on three separate experience stages. Guests from around the world averaged over 10 hours of engagement!

Resonance is a branding and communications consultancy that helps cities understand market trends and engage local communities, then employ the strategic communications necessary to help them reach their full economic potential.

The consultancy has completed more than 100 research, strategy and branding assignments for developers and government agencies in more than 20 states and 70-plus countries, and their research has been featured in more than 1,000 media outlets around the world.

In their projects, Resonance aims to foster community, preserve cultural heritage, protect the environment and generate economic benefits for all those involved.

Through their virtual events, Resonance extends that mission to the digital space: connecting people between cities, highlighting the diversity and culture of the cities that they represent and establishing themselves as a thought leader in global tourism.

The Challenge

To launch WRLDCTY in a virtual world, Resonance needed to create a fully-branded global event that united leaders, urbanists, and city lovers on a single digital platform for three non-stop days of conversations and experiences—broadcast from 20+ leading cities around the world.

"We may not be traveling to other cities, but the planet’s urban centers are still innovating, growing and evolving, now more than ever amidst the pandemic. We wanted to unite this global community of citizens, activists and artists, entrepreneurs, students, planners and policy makers from around the world to explore, create and celebrate the best of urban life."

Chris Fair
President & CEO, Resonance

In order to successfully bring the magic of WRLDCTY to the virtual world, a few key requirements would have to be met: First, hosts, sponsors, speakers and event producers would need to work together across 10+ time zones to orchestrate 72 hours of non-stop programming. Second, the event would need a fully customized look-and-feel, providing a that looked bolder and more vibrant than the “standard” virtual conference lobby—and more closely reflected the urban focus of their brand. Third, the event would have to provide a customizable and flexible sponsor experience capable of meeting the needs of both for-profit partners and local communities.

The Solution

Resonance worked with BigMarker to create the world’s first and largest virtual event dedicated to cities, their citizens, culture and experiences. This was a fully customized virtual event with two pass types giving attendees around the world the ability to choose their optimal event experience. At their convenience, guests immersed themselves in inspiring and thought-provoking sessions and experiences celebrating the richness and diversity of our world.

Guests were welcomed by a captivating customized lobby that looked and felt like an urban skyline. Each navigation link, usually relegated to the top-right corner of the screen, was represented by a billboard that glowed when hovered over.

The event’s sponsor booths hosted companies from more than 20 cities. Each booth’s programming and branding represented not just the sponsoring company but the community it served, providing a sense of place to an otherwise sales-focused process. These booths saw considerable traffic and engagement throughout the event, as guests spent an average of 16 minutes in each sponsor booth.

Results

WRLDCTY welcomed more than 5,000 attendees in a fully-branded virtual event platform, which hosted 72 hours of continuous programming on three separate experience stages. Guests toured the world through virtual experiences streamed from all corners of the world—Toronto street art tours, a performance by the Hong Kong ballet, oceanside meditation broadcast from Santa Monica and more. In a community center, attendees networked with one another and created a microsite that would share event content for a full year following the event.

By the Numbers

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