Campaign strategy

Bringing the good old times back for Ballarat Heritage Festival

The client

When it comes to Australia’s gold rush history, few places embody this era better than the city of Ballarat. Today, the regional city is equally well known for its idyllic streetscapes, vibrant food and arts scene, and a busy events calendar. 

The brief

Every May, the city embraces its rich cultural heritage and gold mining past with the Ballarat Heritage Festival, dedicated to mixing the old with the new with events like rare trade workshops, a tweed bike ride, vintage car show, and steam train rides. The City of Ballarat tasked us with raising awareness for the event among both visitors and locals through paid advertising on Meta and Google.

The solution

With a split budget, we invested 54% in Meta Ads to reach metro Melbourne audiences and drive them to the festival site, and 46% in Google Ads to target those actively planning regional getaways. Running for nearly eight weeks, the campaign was fine-tuned weekly, with key updates like urgency messaging added two to three weeks before launch to stoke excitement and drive action.

The result

We met our performance targets, including increasing social media ad reach and impressions among target audiences by two percent, as well as increasing click-through rate by two percent. The 10-day event was a success with over 30,000 people attending — the biggest attendance to the event the city had ever seen.

Our adaptive approach to promoting Ballarat Heritage Festival with organic and eye-catching content successfully showcased the unique festival program, and helped build the biggest Heritage Festival in the city’s history.

Let’s start something radically better.

For you, for people, and for our planet.

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