Behind the Screens: How I Create Event Promotions for Walkabout Cardiff

An inside look at how I plan, design, and deliver high-energy event campaigns — from first idea to packed dance floor.

Walkabout Cardiff is one of the city’s most established sports venues — a place where atmosphere matters and every weekend tells a different story. From themed nights to Six Nations weekends and massive sports events, no two days are the same.

As the creative behind the visuals, my job is to turn each event into an experience people want to be part of — online and in person.

Champions League Schedule for what we were showing in Walkabout

1) Planning the event & story

Every campaign starts with a question: “What do we want people to feel?”

For a big match, it’s anticipation. For themed events, it’s confidence and community.

Once that’s clear, I build a content plan around the theme, using moodboards, colour cues and tone-of-voice notes to make everything cohesive.

I outline the key assets needed:

• Social posts and stories

• On-screen visuals for the venue

• Reels and teaser clips

• Promotional posters and digital tiles

Each campaign runs through a micro content calendar that covers pre-event hype, live coverage and post-event highlights.

2) Designing artwork that actually moves people

Artwork is more than a poster — it’s the visual identity of the event.

I create a consistent system across:

• Social media (1080×1350)

• Stories/Reels covers (1080×1920)

• Venue screens (landscape/portrait)

• Print and promo displays

I design in Photoshop, animate with After Effects, and use Canva or Adobe Express for quick versioning when time’s tight.

The aim: bold colours, legible type, and on-brand energy that matches Walkabout’s lively vibe.

I copied what the FAW out out across social media and email and expanded the image by adding extra stripes.

Using the brand kit for the Emirates FA Cup, I came up with using the colurs to create this for the first round

3) Copy, Captions & Scheduling

Visuals catch the eye — but great copy drives engagement.

I write concise, conversational captions with clear CTAs, adapting the tone for each platform. Using Meta Business Suite, I schedule posts to hit audience peaks and balance teaser content, countdowns, and behind-the-scenes shots.

I also monitor comments and DMs in real time — engaging with fans, answering questions and building anticipation right up to event night.

4) Capturing the Atmosphere Live

On the night, my focus shifts from promotion to storytelling.

I film crowd reactions, sing-alongs, big sports moments and the “blink-and-you-miss-it” details — then edit them into live Stories or highlight reels.

The best-performing content is often the simplest — a short clip of real people enjoying the moment. Authentic beats polished every time.

1 of 3 videos put together from previous years of Walkabout Halloween events to promote a very succesful event this year

New night launching which will promoter led, Simple but effective visuals.

5) Analysing & Adapting

After every event, I check what worked:

• Post reach and engagement

• Story replies and shares

• Follower growth or ticket link clicks

This data shapes the next campaign. A pattern I’ve seen?

Crowd photos and motion-graphic countdowns consistently outperform static posts.

What I’ve Learned Along the Way

• Consistency builds recognition. Repetition of brand colours and fonts makes events instantly identifiable.

• Speed matters. The best content is often edited on my phone minutes after a big goal or performance.

• Community wins. Real people sharing their experience outperform any paid post.

• Design + timing = success. The right content at the right moment drives turnout.