New Annual Festival 2025
City of Newcastle
Milestone Creative Australia spearheaded the digital marketing and media buy for New Annual 2025 - Newcastle’s premier ten-day arts and culture festival - driving awareness, engagement and visitation while showcasing the city’s thriving creative scene.
Services:
Media Strategy and Buying | Digital Marketing
2019 - 2025
[ View Website ]
Approach
We delivered a full-funnel strategy designed to educate, engage, and convert – leveraging our experience across previous New Annual campaigns.
Media Plan & Buy
A phased media rollout aligned to ticketing releases, targeting both local and interstate audiences. Multi-language audio and digital display ads (Mandarin, Vietnamese, and English) ensured meaningful connection with Newcastle’s diverse communities.
21M
Reach
30.54%
VIK
Digital
A performance-led digital campaign across Meta, GSN, and programmatic channels, structured around event pillars, bundles, and key release moments. Creative was tailored to both broad and niche audiences, with late-stage optimisation driving urgency, boosting underperforming events, and accelerating final ticket sales.
24-24K
Investment
2.6M
Paid digital impressions
4.07x
Roas
Digital
For the 2024 digital campaign, Milestone implemented a new strategy that facilitated the real-time exchange of data between channels across Meta, GSN, TikTok, and Real Time Bidding and implemented an omnichannel customer journey and conversion optimisation strategy, allowing for ongoing improvements and audience optimisation. We adjusted campaigns and budgets to target lower-performing ticket types, ensuring the best return on ad spend (ROAS) throughout.
