The client hosts one of the largest rugby festivals in the country. They hold an annual weekend-long festival with a range of sports tournaments including hockey, netball and rugby for a variety of abilities.
There have always been live musical acts performing in the evenings for the players and spectators to enjoy in the evenings after the sport has finished.
However, the organisers were looking to broaden the appeal of the festival to non-sports fans, promoting the music element of the event as a stand-alone festival. They approached h2o with the brief to create a separate brand, promote this new brand and drive ticket sales to create a successful debut for the new music festival.
Following the conclusion of the social media campaign, there was already an excitement for the following year’s event. Evidence of this is a wrap-up post summarising the event on Facebook that had over 450 interactions. The Party at Park brand identity has been established as an easily recognisable event with social media playing a key role in driving an audience to the event – 10% of attendees can be attributed to social media activity.
h2o has created a successful social media presence for the brand with over 10,000 followers collectively. This resulted in over 100,000 impressions per month leading up to the festival. With the brand becoming increasingly visible and familiar in the target audience’s consciousness, year-on-year growth is a viable and realistic option for the event.