Adelaide Fringe

A record breaking festival

Strategy
Design
Activation
Media
TV

Every year, the Adelaide Fringe consumes our home state like no other event. It gives artists a platform, it showcases Adelaide and is genuinely loved and embraced by South Australians.

 

The Challenge

Adelaide Fringe is the biggest arts festival in Australia. The “covid years” saw a dip in tickets and heading towards the 2023 season, they came to us with the goal of a bigger and better festival than ever.

To smash their previous 2020 ticket sales record.  We pushed them to go one step further – to hit 1 million ticket sales – something no event in Australia had ever done. Not even the Australian Open.

1. Million. Tickets. That’s a big number, it’s more than a few ad campaigns, it required a deep partnership and a strategic mindset.

The Adelaide Fringe has cemented its place in the hearts and minds of South Australians, so as part of our ambitious target, we broadened our horizons and placed much of our strategy around interstate visitors – seeking to boost our state’s economy as well as spread the joy of the Fringe to the rest of Australia.

We started with a strategic workshop to give the organisation greater focus. We wanted to position Fringe under the proposition of being ‘unedited’, and pinpointed our target audience as Sarah, a 30-something year old from Sydney. 

The Solution

We developed an integrated campaign with the team to interject into Sarah’s life in the moments when she needed an escape and to find herself.

This included finding her on the couch during guilty pleasures of reality TV and catch-up binging.

Disrupting her morning commute with targeted messaging and physically disrupting her commute with a taste of Fringe in the middle of Martin Place.

What followed was a creative campaign with every detail finely constructed to meet an audience opportunity, defined by data, that they had not reached before.

Print and display advertisement for Adelaide Fringe
Adelaide Fringe tickets and billboard advertisement

Martin Place Activation

We brought the Fringe to the heartbeat of Sydney and challenged the East Coast to get to Adelaide.

The numbers;

  • 14 artists – Including Kween Kong
  • 2 hours of live performance
  • National TV exposure
  • Live radio crosses
  • 3 lucky winners coming to SA for Fringe
  • 2 very happy Adelaide Fringe Partners
  • 1 national airline partner
  • Huge national exposure for South Australia
  • And a truckload of sparkles

Foundation – Giving Day

As well as boosting national awareness and driving record ticket sales, the Adelaide Fringe are also committed to making the event the most inclusive festival in the world. This mission is championed by the Adelaide Fringe Foundation, giving opportunities to artists and access to more people in the community. We helped reposition the foundation under the proposition Arts Unlimited and worked with the team on the first ‘Donation Day’.

The campaign helped drive $40,000 in donations on the day helping to earn its place in the Fringe’s calendar for years to come.

Adelaide Fringe iPhone mockup

The Results

Our partnership with the Adelaide Fringe is a year-round effort. It has helped Fringe achieve record results for the event and eclipsed all pre-covid records and set a new national benchmark for major events in Australia. 

In 2023, it attracted over 45,000 visitors to the state (29% on the previous record) staying for over 230,000 bed nights.
The average spend per visitor increased 51% to $3,420 also pushing the economic impact beyond $100m for the first time.

In short, Fringe has sold more tickets than ever and in doing so delivered record numbers of high value audiences to the state which provides significant benefit to the state's economy.

Let's chat

Deeper
Connections
Better Business

Kwpx is a creative company that specialises in communication, and we respect how important language is to all Aboriginal Australians. As a company that works on Kaurna, Whadjuk Noongar, and Larrakia Country, we want to acknowledge the importance of connection to the Country. We take pride in everything we do and see reconciliation as important work for all Australians.

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Adelaide

Level 1, 251 Rundle Street
Adelaide SA 5000
08 8217 9100

Darwin

The Village Workplace
Level 1, 38 Parap Road
Parap NT 0820
08 8941 1799

FREMANTLE

131 High Street
Fremantle WA 6160
0422 174 663

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Adelaide
Level 1, 251 Rundle Street
Adelaide SA 5000
08 8217 9100
Darwin
The Village Workplace
Level 1, 38 Parap Road
Parap NT 0820
08 8941 1799
FREMANTLE
131 High Street
Fremantle WA 6160
0422 174 663
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