At the Melbourne Cricket Ground, we know great events are remembered not just for where they happen, but for how they make people feel. That was the thinking behind Do It Different 2026, a showcase event designed to challenge convention and inspire event planners to reimagine what’s possible when conferences move beyond four walls and traditional formats.

Bringing together more than 150 invited guests from across the corporate and business events industry, the day demonstrated how the MCG can become far more than a stadium. It can be a stage for ideas, connection, creativity and unforgettable experiences.

A Line-Up of Household Names and Industry Leaders

One of the defining features of Do It Different was the calibre of speakers who shared their stories throughout the day.

Australian comedian, writer and performer Em Rusciano opened proceedings with a high-energy welcome that immediately set a different tone, bringing humour, authenticity and personality to the Members Dining Room.

The morning panel, hosted by respected sports broadcaster Nat Edwards, brought together an impressive trio of leaders from sport, tourism and hospitality:

• Jen Watt, CEO of North Melbourne Football Club
• Shae Keenan, CMO of Visit Victoria
• Trevor Simmons, Founder of Industry Beans

Guests then heard from Olympic gold medalist and world-record holder Cameron McEvoy, whose remarkable journey has become synonymous with doing things differently. In a compelling conversation with Nat Edwards, he shared how breaking away from traditional swimming methodologies helped deliver one of the most successful chapters of his career.

Later in the day, AFL personality Dale Thomas took attendees into the inner sanctum of the MCG, demonstrating how a keynote session can come to life in spaces few event guests ever experience. The showcase concluded with a fascinating presentation from Ari Wytwornik, Digital Marketing Manager at TWE, who unpacked the story behind the acclaimed Snoop Dogg and 2025 AFL Grand Final campaign, revealing how bold thinking and a willingness to take risks can deliver extraordinary results.

A Conference Designed to Break Convention

The speakers were only part of the story. Every element of the day was intentionally curated to demonstrate how conferences can become immersive experiences.

Guests arrived through the Ponsford Atrium, where an activation by Industry Beans replaced the standard conference coffee station with a premium, interactive experience. From speciality coffees to creative beverage offerings, it immediately challenged expectations around event catering.

Every element of the day was intentionally curated to demonstrate how conferences can become immersive experiences. Guests arrived through the Ponsford Atrium, where an activation by Industry Beans replaced the standard conference coffee station with a premium, interactive experience. From specialty coffees to creative beverage offerings, it immediately challenged expectations around event catering.

Every team benefits from someone who asks the questions everyone else stopped asking years ago. Interactive culinary experiences, behind-the-scenes access and stadium tours transformed a traditional conference agenda into a journey through one of Australia’s most recognisable venues.

More Than a Showcase

At its core, Do It Different wasn’t simply about showcasing the MCG’s event spaces. It was about demonstrating a mindset. As highlighted throughout the event recap video, the rules of events are changing. Today’s delegates expect more than presentations and breakout rooms. They want experiences that engage, surprise and create lasting memories.

The Takeaway

Whether it was hearing from an Olympic champion, laughing alongside one of Australia’s most recognisable entertainers, learning from leading business minds, stepping inside the MCG changerooms, or enjoying immersive food and beverage activations, every moment was designed around a simple idea:

Great events don’t happen by following the formula. They happen when you choose to do it different.

For organisations looking to create conferences, incentives, leadership forums and corporate events that people genuinely remember, the MCG continues to prove that there is another way.

Watch to re-live the event

Discover how Do It Different 2026 transformed the MCG into a showcase of innovation, featuring Em Rusciano, Cameron McEvoy, Nat Edwards and other leading voices who challenged the status quo of business events.

If you want to do your next conference differently, contact us via the link below.