Stemming from Malta’s oldest heritage NGO, Din l-Art Ħelwa, ĦAĠRA is an inaugural festival dedicated to contemporary architectural discourse in the Mediterranean. Launched to address critical issues like climate change, urban transformation, and the ethics of preservation, the festival serves as a platform for international architects, researchers, and the public to reimagine the future of our built environment.

As the Marketing Manager, I am responsible for establishing the festival’s public identity and driving the communication strategy for its debut edition in 2025:

Launch Strategy & Brand Identity: Developed the initial marketing framework to introduce ĦAĠRA to both specialised architectural communities and the general public, ensuring the brand resonated as a modern extension of Din l-Art Ħelwa’s heritage mission.
Digital Presence & Community Building: Leading the growth of the festival’s social media channels and digital outreach to build an audience from the ground up ahead of the first edition.
Content Strategy: Crafting a narrative that bridges the gap between technical architectural practice and public interest, focusing on the festival's themes of sustainability and Mediterranean identity.
Stakeholder Communication: Collaborating with the artistic team and guest architects to ensure that the festival’s complex programme of roundtables and exhibitions is communicated clearly and effectively.
Dynamic Short-Form Video: Filmed, and edited engaging Reels designed to show what’s happening at the Festival site.
Real-Time Coverage: Oversaw live-event storytelling, utilising "behind-the-scenes" coverage to build anticipation and community engagement during the festival’s countdown.