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How La Trobe City Council s rose festival planted the seeds for virtual engagement La Trobe City Council details how it pivoted the Annual International Rose Festival from a physical to hybrid event and the marketing and engagement lessons learnt Highly engaged local and international audiences and influencers, strategic marketing content and an appreciation for the power of online engagement are just a few legacies La Trobe City Council has secured after delivering its annual rose festival virtually.   The Annual International Rose Festival is a free community festival devised and run by the La Trobe City Council aimed at showcasing and recognising the hard work of volunteers who devote over 6000 hours annually to maintaining its Morwell Centenary Rose Garden. The festival quickly evolved from a one-day event in 2018 to a two-day festival in 2019 including talks, workshops, live music, children’s activities, food and wine masterclasses, stalls and an evening light installat

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