Elemental AKL
Tātaki Auckland Unlimited
Events & Festivals
Let Auckland bring your senses to life through Arts, Eats and Beats! Elemental AKL is Auckland's Winter Festival.
Elemental AKL is a festival of cultural events, art, activities and music that takes place during the quiet winter months in Auckland.
The festival attracts thousands of people from New Zealand, and abroad, to enjoy a rich programme of arts & culture at venues throughout the city.
Elemental AKL was created in 2017 to encourage visitation to Auckland during the off season winter months.The festival is run in partnership with event producers, venues, food & beverage vendors, artists and cultural groups and culminates in a rich two-week long programme of activity.
The new festival required a stand alone brand that resonated with our target market, coupled with a new digital platform from which the festival could grow. In partnership with our creative agency we developed a new festival website built within our existing ecosystem to drive awareness, as well as providing access to the festival content and information.
As part of this project we developed a new event module, this new technology was built with a project agnostic view and the technology has since been repurposed in other areas of the business where event listing is required.
In support of Elemental AKL our team created a social media and content strategy to support the festival and grow a thriving community.
We opened new Facebook and Instagram accounts and worked hard to leverage the event promotion features of both. Elemental AKL is lucky to host many big names across music and art within New Zealand and our social strategy sought to leverage these individuals through content. We developed social media kits as part of a proactive campaign to spread awareness and fostered great relationships to build hype on our channels.
Our early stage campaigns encouraged database sign ups and we paid extra attention to the traffic to Elemental AKL. Our email marketing encouraged strong engagement and referral to event partners, we doubled down on this strategy to build a list of 20,000 records within the first few months, running paid conversion ads through our social channels.
In partnership with our media agency we ran a campaign with a $250,000 budget covering content partnerships, print, radio, street furniture, digital billboards, digital display, native, youtube and search. Our digital channels generated over 30,000 clicks to the website, reaching over 1,165,000 people with over 10m+ impressions, the digital channels (social, search) were the highest performing out of the strategies.