The New Zealand Festival of the Arts is the NZ’s premiere biennial celebration of arts from Aotearoa and around the world. Taking place over 21 days, with 3 internationally acclaimed guest curators and over 100+ arts experiences, NZFOTA demanded a national scale omni-channel marketing campaign and strategy.
As the Head of Marketing and Story, I was part of the leadership team, managing the marketing department, contractors, and interfacing with stakeholders while executing the Festival marketing campaign and strategy, which I developed.
Below are a few examples of the 2020 Festival campaign from digital and print encompassing branding, a renewed website and app, social media marketing, and physical collateral such as the 100+ page magazine-style festival guide.
Teaser video for Flight of the Concords funnyman and Festival Guest Curator, Bret McKenzie. Direction and production.
Led the redesign, build, and deployment of the 2020 Festival website and native mobile app. The React based responsive site was built to leverage HD video assets for the most delightful UX while increasing conversions.
Billboards, posters, digital marquees, and other collateral were designed and distributed nationally in support of the overall national marketing campaign.
Cover of 2020 Festival guide. Over 100+ pages printed on high quality magazine stock, 150K Festival guides were distributed nationally through direct mail, kiosks, and placed in businesses. Project management and leadership.
Conceived and led the digital advertising campaign cross platforms (FB, Instagram, Youtube) with a strong emphasis on video to drive engagement and conversions.