New Annual
Milestone was appointed as the festival marketing agency for New Annual, Newcastle’s vibrant 10-day arts and culture festival, owned and curated by the City of Newcastle. Milestone executed a strategic media buy and digital marketing campaign, delivering outstanding results including 13.2M impressions, 40K+ clicks and 1.84x average ROAS.
Services:
Event Marketing Strategy, Digital Marketing, Media Planning
2024
[ View Website ]
Approach
The 2024 campaign surpassed expectations. Milestone led the strategy, media buying, and digital marketing to educate, engage, and attract the right audience—driven by our deep event industry expertise.
Event Marketing
Milestone designed the New Annual Festival ticketing roll-out strategy, including a tiered ticketing model and strategic phasing to maximise sales and engagement.
15.2m
Total Eyeballs
8 Months
Campaign Length
Media
To expand reach, we ran audio and digital display ads on SBS NITV and SBS Multicultural, featuring scripts in multiple languages, including English, Arabic, Mandarin, and Vietnamese, connecting with Newcastle’s diverse communities.
10.1m
Total Eyeballs
27.04%
VIK
Digital
Our digital campaign spanned Meta, GSN, and Programmatic ads, targeting local and non-local audiences. We structured ads by event pillars, ticket bundles, and releases, with multicultural creatives to reach diverse groups and cold audiences. In the final weeks, we optimised for underperforming events, pushing specific lower-performing events, driving a surge in impressions.
20K-30k
Investment
3.1m
Paid Digital Impressions
1343
Conversions
Art, Culture & Creativity. Economic Impact for the City of Newcastle.
Newcastle Made New. Contemporary Art & Culture.
