Build an Event Mission Statement that Inspires

"To bring the best in contemporary and classic cinema to audiences in Australia and to provide a global platform for Australian filmmakers."

That’s the Melbourne International Film Festival’s event mission statement. Concise and powerful, right? It gives a clear direction for the internal team and participants, and it also delivers a faithful slogan to their audiences. 

A good event mission statement serves as a guiding light to inspire your team, participants, and attendees. It aims to communicate the purpose of your event to set the tone for a memorable and purposeful experience. In this article, you will get quick and easy tips on building an event mission statement that truly inspires. 

Step 1: Define Your Event’s Purpose

The first step is to define the purpose of your event. Answer this together with your team, “Why are we hosting this event, and what do we hope to achieve?” Your purpose should be clear, specific, and meaningful. Here are more questions that can help you come up with a strong purpose for your mission statement: 

  • Why are we doing this event?
  • What problem does our event solve, or what need does it fulfill?
  • What positive change or impact do we want to create?
  • What values and principles guide our event planning?


Once you’ve answered these questions, you’ll have a solid foundation for your mission statement.

Step 2: Mention Who Your Company Serves 

“Wow, this event is for me!” This is the type of reaction that you need to earn from your audience; them recognizing that the event you’re putting out is for them. From the baseline, are you a B2B or a B2C company? Which audience segment are you reaching out to? Including your audience in your mission statement adds a sense of warmth, personalisation, and focus to your overall message. 

Here is an example from from TEDxSydney:

They used a clever phrase to mention their audience: inquisitive minds. It casts a net for a specific group of people—as if saying, “If you’re curious and eager to learn, then this one’s for you” in just one sentence. 

Step 3: Highlight the Benefit 

By explicitly articulating the benefits, you create a strong connection between your mission and the positive impact it can provide on people’s lives. Doing this will make your event more attractive and relatable. In essence, emphasizing the benefits in your event statement will make it more likely for your audience to believe in your mission. 

For example, let’s piece apart this event mission statement from Melbourne Food and Wine Festival: 

"To promote Victoria's world-class food and wine culture, fostering enjoyment and education through memorable culinary experiences."

Purpose: To promote Victoria’s world-class food and wine culture

Audience: People from the food and beverage industry, food scholars, chefs and restaurateurs in training, food bloggers, and foodies.  

Benefit: enjoyment and education through food, memorable culinary experiences

Step 4: Write a Clear Statement 

Now that you’ve defined your event’s purpose, audience, and benefits, it’s time to craft a mission statement that inspires. Keep in mind that a great mission statement should be concise, clear, and powerful. 

It should capture the essence of your event and leave a lasting impression. Here are some tips for creating an inspiring mission statement:

  • Keep it concise: Aim for a sentence or two that people can easily remember.
  • Be specific: Use concrete language to convey your purpose and values.
  • Use strong and positive language: Use words that evoke emotions and enthusiasm.


Here’s an example of an excellent event mission statement from Australian Open of Surfing:

"Our mission is to celebrate surf culture and showcase the world's best surfers, skaters, and music, while inspiring young athletes to follow their passion."

A well-crafted event mission statement is the foundation for building a meaningful and purposeful event. It serves as a beacon that guides your team and resonates with your audience. So, take the time to develop a mission statement that truly inspires, and watch your event become a meaningful and memorable experience for everyone involved.

Love what you’ve learnt, but still not sure where to start? Speak with one of our expert team members today.


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