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.
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?
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.
A 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.
In addition, the average spend per visitor