Festival of Colour
Engaging the local community
Dubbed the “best little arts festival in New Zealand”, the Southern Lakes Festival of Colour is a popular Wanaka event that occurs every two years. Tickets to Festival events normally get snapped up after the programme launches, and the 2017 event was no different. The challenge for Scope Media was to take local publicity to the next level – building regional brand awareness and growing community engagement.
We used a combination of offline and online tactics to achieve these goals and significantly raised the profile of the event locally. Work undertaken by us also directly impacted the national publicity programme – aligning key national media to attend the event and working with social media influencers to promote the Festival.
Targeted media pitches supported our media release schedule, and we consistently met our objective of having a 100% success rate for media release pick-up. We were responsible for securing at least 50 stories published locally and online in the lead-up to the Festival, to drive awareness and ticket sales.
We also initiated editorial coverage in national magazine MiNDFOOD and instigated a partnership with Lake Wanaka Tourism to bring Concrete Playground to cover the Festival. Our stories featured in: Otago Daily Times, NZ Herald, Southland Times, stuff.co.nz, Wanaka Sun, Wanaka Mirror, Scuttlebutt, Central Otago News, Wanaka App and Radio Wanaka.
Our comprehensive communications plan included ways to integrate social media into Festival’s marketing activity. We offered social content suggestions, arranged giveaways for online media and secured well-known travel blogger Liz Carlson (Young Adventuress) to write about the event.