The goal was to elevate national awareness of the two week event while moving away from negative local perceptions. We needed to find differentiation through brand repositioning to focus on a more targeted audience and adjust the on-ground experience.
We identified a gap in the national market for a festival that was premium, but transcendent rather than interest-led.
To fill this gap, we positioned Parrtjima as: ‘a festival that makes people feel the sublime, by creating collective cultural experiences that allow you to interact with the people, yarns and landscape on an unexpected & intimate level.’
A festival where light unites was the guiding thought for all branding elements, messaging and program initiatives. With a focus on co-creation, the festival explored the creation of rituals between Aboriginal and non-Aboriginal Australians at Parrtjima.
Why it Worked
In its first year, the campaign achieved the following:
- 35% uplift in attendance
- 17% spike in accommodation
- 20k more visitors than the previous year
The following year, it achieved a further 24% increase in attendance.