A Digital Success Story: Boosting Bathurst Winter Festival Engagement

Amidst economic challenges, we strategically navigated our way to elevate awareness and conversion for a flagship regional event through a carefully planned and precisely targeted digital campaign.

The Project

With a core objective of enhancing overall festival awareness and attendance, Bathurst Regional Council were particularly interested in driving interest to their new event website, extending reach and engagement across social media platforms for Bathurst Winter Festival.

The Client: Bathurst Winter Festival

Bathurst Winter Festival is an immersive and unforgettable winter experience that celebrates Bathurst’s history, culture, and community, while promoting inclusivity and sustainability. The festival aims to bring together diverse people of all ages and abilities through a program of entertaining activities, food, drink, and immersive art installations.

The Challenge

To create awareness and engagement with new event channels and increase attendance across the full festival period, particularly mid-week and outside the bustling Brew & Bite weekend. All this, amidst a difficult financial climate marked by fluctuating interest rates, increased cost of living and shifting consumer spending behaviours in 2023.

BRC – BWF 2019 – Brew ‘n’ Bite (30 of 48)

The Solution

Our team developed and executed a digital campaign comprising creative ideation and project management utilising leading digital platforms. We delivered five key stages:

Campaign research, planning, and development: Our initial phase involved extensive market research to understand target demographics and trends.
Ongoing monitoring and review: We launched the campaign with high-impact digital ads and social media initiatives designed to create buzz and drive ticket sales with continuation of pre-event messaging and nurturing.
Festival launch, live event amplification and conversion maximisation: During the festival, we shifted our focus to live event coverage and real-time engagement strategies
Post festival report with future recommendations: After the festival, we compiled a comprehensive report detailing the campaign’s performance, key learnings, and areas for improvement.

Increased festival website unique visitors by 69%.

Through a targeted digital campaign, we drove interest to the new festival website, extending reach and engagement across social media platforms to assist in achieving increased visitation to the festival website and a 3% increase in overall festivalgoers.