This campaign project delivered in a very short timeframe a creative concept, new brand guidelines, marketing collateral and a complete media campaign to invite communities to join the Winter Weekends Event Festival.
For the brand identity we developed Bankstown Winter Weekends to encompass a series of event activations with Bankstown Bites being the first and main event to kick-off the event series. All the events were based in Bankstown.
All the campaign creative was produced in May and June for the entire range of advertising and marketing collateral by Leonards design team.
The second phase was to deliver an integrated media campaign including outdoor, radio and digital. This launched into market for one month only.
Utilising radio 2SER, FBi, digital channels (Native, Google Search and Google Display) to drive awareness of Winter Weekends in Canterbury Bankstown and footfall to individual events.
Winter Weekends was quite complex in its implementation, setting up various campaigns for different events which led to individual landing pages and came in and out of market depending on their date. SEM brand ads ran continuously throughout the campaign highlighting Bankstown Winter Weekends as a whole and not focusing on individual events.
The promoted events under Winter Weekends included:
• Bankstown Bites
• World Music in the Park
• Jungle Jam
• Gig in the Garden
• 18,573 Page Views (between 29 Jul – 27 Aug)
– includes all associated pages of winter weekends on the site
• 1 mins 23 secs average time on page
Top three audience segments in terms of delivery and performance:
• Music, Concerts & Festivals
• Media & Entertainment > Events & Attractions
• Demo > Family > Parents
Audience segments focused on interests and delivered to a very engaged audience within geo catchment – other methods of targeting included contextual with Arts & Entertainment context scoring delivering the highest number of clicks and CTR.