35,000 more visitors than the previous year.

City of Parramatta Winterlight Festival

0
% media coverage increase
0
Facebook campaign clicks
0
% website visitor increase
OUTSOURCED MARKETING | SOCIAL MEDIA | ADVERTISING

Marketing Angels were able to immediately jump in and work with City of Parramatta as an outsourced marketing supplier as opposed to an internal staffing cost. We immediately put together a plan to help City of Parramatta raise awareness of the festival and then managed the implementation of the marketing plan.

Marketing Angels spent time working in City of Parramatta’s offices, holding work-in-progress meetings and meetings with key stakeholders and also worked externally to project manage all elements of the festival.

The Project

Winterlight is an annual 10 day winter festival hosted by the City of Parramatta featuring an open-air ice-skating rink, 30 metre ice slide, illuminated Ferris wheel, carnival rides, night markets, carnival shows, live music, a food village, interactive workshops and theme nights.

In 2017 a record crowd turned out to enjoy the winter fun, however in 2018 numbers were down. This can partly be attributed to a number of other ice skating rinks popping up in Western Sydney. City of Paramatta came to Marketing Angels as they needed assistance in a short time frame to run the Winterlight event marketing. With two staff members in the Destination Marketing team on maternity leave and a hiring freeze, they needed help. City of Parramatta needed help with creating a marketing plan to ensure a successful event and to also have a dedicated resource working on this large and important festival.

The Approach

The detailed marketing plan created by Marketing Angels provided a broad media mix and strong digital focus, including:

  • PR
  • Creative
  • Media
  • Advertising
  • Social media
  • Chinese social media
  • Website
  • Point of sale
  • Branding
  • Electronic marketing

 

The results

  • Visitor numbers exceeded set targets by 33%
  • Ice-skating ticket sales exceeded by 7.5%.
  • 2019 attendance was 41% higher than 2018
  • 35,000 visitors – 41% more than in 2018 and an increase of 11% in ice skating ticket sales
  • Targeted paid social media Facebook campaign generated 13,230 clicks to the event website page
  •  The website generated an increase of 56% compared to the same period in 2018
  • Media coverage had a 90% increase from 2018

More Results

LEAD GENERATION

+20%

Lift in paid search traffic for the same budget
SEARCH ENGINE MARKETING, SOCIAL MEDIA MARKETING, EMAIL MARKETING, WEB DESIGN & DEV
LEAD GENERATION

-76%

Reduction in cost per lead from paid social
SOCIAL MEDIA MARKETING, SEARCH ENGINE MARKETING, EMAIL MARKETING
LEAD GENERATION

+60%

Increase in paid search conversions
SEARCH ENGINE MARKETING, SOCIAL MEDIA MARKETING, EMAIL MARKETING, WEB DESIGN & DEV

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