Dubbo Dream Festival
Dubbo Dream Festival
Dubbo Dream Festival is an annual three-week event, presented by Dubbo Regional Council, celebrating creativity in all forms – music, performance, dance and light! The 2023 event included large-scale lighting installation, lanterns, food and beverage, music, markets and art competitions. Milestone was engaged to develop the 3-year Tourism Strategy and reimagined the branding in 2022, and managed the marketing campaign in 2023.
Services:
Tourism and Event Marketing Strategy, Branding, Event Marketing, Digital Marketing, Media Planning
2022, 2023
[ View Website ]
Approach
In 2022, Dubbo Regional Council engaged Milestone to reshape its tourism event strategy and rebrand the event to reposition it from a local community event to a must-attend destination event focusing on large-scale lighting installations. We launched a bold campaign to draw visitors from beyond the region. In 2023, we drove impact through digital marketing, event listings, and flyer distribution. Despite post-Covid shifts, audience challenges, and tight budgets, the campaign cut through—delivering 28M impressions.
Strategy
Milestone produced a robust medium-term plan for marketing the festival for Dubbo Regional Council. We proposed a three-year growth strategy including new audiences, experiences, marketing pillars, promotions and activations, to support the festival’s evolution into a tourism-driver for the region.
Media
Across both campaigns we produced 25 website listings, including sydney.com, Visit NSW, TripAdvisor, WikiCamp, Hello Sydney, Visit NSW and Eventfinda, achieving a reach of 28M eyeballs.
28m
Eyeballs
Digital
Our digital campaign on Meta and GSN delivered standout results, especially for a local regional festival emerging as a destination driver: 252K impressions, 5K+ clicks, and an 8.7% engagement rate on Meta—four times the industry average.
