HAMILTON GARDENS ARTS FESTIVAL Setting the stage for 2021 festival
Creative & Design
Website Development
Media Mix Strategy
We’ve been a proud, loud, and active supporter of the Hamilton Gardens Arts Festival for 13 of the 23 years that the festival has been delighting crowds. Our platinum sponsorship sees us working as the marketing arm of the festival team, and each year we create a refreshed and inspiring look for Waikato’s premier arts festival, as well as advise on the media strategy.
PROCESS
Operating under a three-year strategy, 2021 showcased an evolution of the whimsical 2020 design, bringing festival front man Matua-X also to the forefront of the design. This was then rolled out across the printed programme, website, ticketing integration, a full suite of event collateral, signage, and advertising placements. The campaign itself was built around the generous sponsorship from NZME for Radio/Digital, Stuff for Print/Digital, alongside the outdoor and digital activity across Facebook and Google – including the successful bid to win HGAF a Google Ad Grant account.
SOLUTION
Despite the touch-and-go nature of dealing with changing COVID-19 alert levels, the festival managed to present most of its scheduled events. Insights show that 7,156 people attended ticketed shows and more than 31,000 attended free events. Positively, 97.6% of survey respondents indicated that they would either “likely” or “very likely” recommend the festival to others.
"For almost the entire existence of HGAF, KingSt has been the key that opens the Festival door for our audiences, and it's not hyperbole to say that the Festival wouldn't be such a longstanding event without their tremendous contribution to it. "