Adelaide Fringe

Adelaide Fringe


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


The Challenge

Adelaide Fringe Festival is the biggest arts festival in the entire Southern Hemisphere. With thousands of shows spread across 30 nights of fun, the challenge faced was increasing the

footprint of the festival, off the back of two significantly impacted COVID seasons. South Australians live it and love it but what about the rest of the country? 

The Solution

We conducted a 360 degree review of the festival that started with our Brand Architecture process and an audience analysis. We looked at the value proposition of the festival and re-imagined the business they are in.

key insight was that they provided escapism. Escapism on steroids.

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.

The Result

Fringe '22 was still COVID impacted but the festival was able grow the number of tourist nights spent in the state to beyond pre-COVID levels.

In addition, the average spend per visitor
increased by 35%.​ The volume and value is on the rise which has significant benefits for the festival and the state more broadly.

Let's chat over

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Level 1, 251 Rundle Street
Adelaide SA 5000
08 8217 9100
The Village Workplace
Level 1, 38 Parap Road
Parap NT 0820
08 8941 1799
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