In 2006, the Commonwealth Games were hosted by the State of Victoria, Australia.
This study examined the efficacy of the communication channels that were used to
disseminate information to residents in three regions across Victoria about the
community events that were associated with the 2006 Commonwealth Games (Games,
hereafter). It also explored residents’ preferred communication channels regarding
community events in each of the regions. The Games were a “dispersed mega-event”.
That is, while they were largely staged in the City of Melbourne, parts of them were
dispersed to other areas of the State of Victoria. While this is a newer model of event
delivery, it is one that has been taken up quite well in the context of mega-events. The
dispersed mega-event, however, raises challenges for event organisers and marketers
including how to communicate with larger and more diverse communities than what
might be the case of a single-location event. Focus groups were conducted with
residents in three host destinations. Results suggested that traditional methods of
disseminating event information were ineffective. Participants in this study reported a
preference for (passively) receiving information about events in their respective
communities through existing infrastructure and social networks. They reported a desire
to receive information in places that are sympathetic with their lifestyles—such as at
sport clubs, on public transport, at schools and childcare facilities, and at supermarkets.
However, there were differences in the perceived efficacy of some of these methods
among the destinations. Implications for practitioners are discussed, as well as
implications for further research
