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Vivid Sydney

Iconic social experiences

Social

We delivered:
A multi-channel paid social campaign strategy, leveraging customer-centric creative to engage with a range of personas interested in the light, music and ideas programming.

The Project:
Vivid is a digital place-making event, designed to get people to share iconic Sydney experiences with their global network, to inspire more tourism especially during the colder winter months. Our challenge was to drive this global visibility, along with driving uptake of attendance numbers and providing real-time intel from social media to assist with the logistics side of the event.

Building on the understanding of Sydney’s audiences and cultures gained from our work on the Vivid festival since 2013, Present Company drove the sell-out of over 260 events, delivered in excess of 61 million impressions on content pieces, and reached over 13 million Australians.

Precinct and transport messages were also delivered in Simplified Chinese to engage the local and visiting communities. Ongoing tests for this market were run, to drive deeper engagement from NSW’s most valuable tourism segment.

The overall campaign work included the management of over 200 partners, each requiring a micro strategy to assist with event, brand and business promotion. Reporting responsibilities included DNSW, NSW Trade & Investment, State Transport and NSW police.

The Result:
Building on the understanding of Sydney’s audiences and cultures gained from our work on the Vivid Sydney festival since 2013, Present Company planned and executed a multi-channel campaign that drove the sell-out of over 260 events, delivered in excess of 61 million impressions on content pieces, and reached over 13 million Australians, contributing to:

  • 2.3 million visitors
  • 35.4% visitation increase
  • 7 year partnership
  • Real-time community and risk management
  • Strong conversion framework
  • Global media buying (multi language)

IFEA Pinnacle Awards
2016 Best Social Media Site – Gold
2015 Best Social Media Site – Gold