Byron Writers' Festival
Promoting ‘Radical Hope’ in 2022
The Byron Bay Writers’ Festival is an annual literary festival that takes place in Byron Bay, Australia. The festival brings together writers, readers, and thinkers from around the world to celebrate and explore literature in all its forms.
Background
Following two years of cancellations due to COVID, the 2022 festival, themed ‘Radical Hope’, needed to re-engage it’s loyal following and entice new visitors. REBORN were engaged to help drive awareness and ticket sales for the festival.
Objective
Develop a digital campaign strategy for Byron Bay Writers’ Festival to attract additional interstate and intrastate visitors to the 2022 event website and convert web traffic into ticket sales.
Our approach
Using first-party data and detailed planning, REBORN developed a highly targeted digital campaign strategy that included demographic and geographic targeting to ensure that the campaign was delivered specifically to the target audience most likely to attend the festival
REBORN Responsibility
Communications strategy
Creative direction
Copywriting
Design
Motion
Paid Media
Social media
Results
Over 700,000
Australians reached
Over 170%
return on ad
6.4M Total Reach
across TikTok, Facebook, and Instagram
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