City of Parramatta Winterlight Festival


City of Parramatta Winterlight Festival

BACKGROUND

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

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.

 

TACTICS

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

  • PR
  • Creative including:
    • Postcards
    • Press ads
    • Flyers
    • Postcards
    • Footpath stickers
    • Digital screens
    • City banners
    • Pedestrian bridge banners
    • Photographer
    • Videographer
  • Media buying
  • Advertising:
    • Newspaper
    • Digital
    • Outdoor advertising
  • Signage
  • Social media
  • Chinese social media
  • Website
  • Point of sale
  • Branding
  • Electronic marketing

 

THE RESULTS

Event attendance was 33% more than the target set.

Visitor numbers exceeded set targets by 33% and ice-skating ticket sales exceed by 7.5%.

2019 attendance was 41% higher than 2018

The 2019 event experienced an increase of 35,000 visitors – 41% more than 2018 and increase of 11% in ice skating ticket sales.

Increased social media focus and stronger PR outcomes.

The marketing approach included a mixture of online, print and direct marketing activities as well as a strong social media campaign via the Winterlight, Discover Parramatta, and City of Parramatta Facebook and Instagram pages. The targeted paid social media Facebook campaign generated 13,230 clicks to the event website page.

The website page www.winterlight.com.au was promoted as the main source of event information including ticketing, programming, prices and transport details. The website generated an increase of 56% compared to the same period in 2018.

Media coverage had a 90% increase from 2018 with a total advertising space rate of over $800,000.00.

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Who said this?

“Working with Katrina from Marketing Angels has had a dramatic impact on the direction of our Centre. In a short space of time we have observed significant and massive improvements in not only our understanding of marketing but in our overall marketing strategy.

Katrina understood the needs of our Centre and her suggestions completely fitted with our identity and our values. Katrina has worked incredibly hard for us and has not let our overall goals slip from view even for a second. I am continually impressed by Katrina‘s skill and expertise. Katrina has done an incredible job of the development of our promotional materials and has done so under difficult circumstances. The research allowed us a better understanding of why our Centre is valued.

I liked being able to use the interviews, direct quotes, in the text for promotional materials. Understanding the perceptions of all of our stakeholders was also extremely useful. Katrina was very persistent in the face of obstacles thrown in her direction by the university bureaucracy. Her determination and perseverance was unmatched!

I would highly recommend Katrina and Marketing Angels. She is extremely professional and personable. She is very flexible and has always been available to us. She made us feel as though we were very important clients. Her communication skills are exceptional and she is extremely attentive. She managed to understand and capture the heart of what we do in our Centre and then translate this into our strategy.”