Dubbo Dream Festival is an annual event, run over three weeks from 13-23 October, celebrating creativity in all forms – music, performance, dance and light! This year’s event included a large-scale lighting installation, lanterns, food and beverage, music, markets and art competitions. The festival had been traditionally managed by a group from the community, however, this year the festival was shifted into the Council’s management and moved to a new slot on the calendar, in October 2022, outside of school holidays.
Dubbo Regional Council engaged Milestone to develop a Tourism Strategy, which was presented in September 2022. Running alongside this was a rebrand, reflecting the location and the shift to large-scale lighting installations, which was applied across outdoor and digital signage and a digital campaign aimed at driving attendance from visitors out of the Dubbo region.
Tourism event marketing strategy with key campaign messages that will evolve over the next three years as the event develops into a tourism opportunity.
Rebrand – Drawing from the existing palette as a visual tie-in as the event was 20+ years and loved by the community. We added neon pops to reflect a stronger shift to illuminate.
Social Media Grid was curated with a style guide and visuals loaded to Canva so the client could create campaign tiles, making the event’s social media more visually appealing, organised and professional. Tiles were designed around 5 pillars including brand, signature events, secondary events, Dubbo experience and artists/program.
Website was updated with a more creative theme, layout and visual identity. View the website here.
Signage and digital assets were designed using the new branding.
Digital campaign – Our digital team developed content, managed budget and optimisation of a paid digital advertising campaign across Meta Business, targeting out-of-town locations including Sydney, Central Coast, Wollongong, Newcastle and Canberra. We set up the campaign with custom creative and messaging around key tourism audiences being; drives market, visiting friends & family (VFR), grey nomads, young active families and affluent urbanites.
Despite being a relatively small campaign, the total marketing reach came to 26.2M from a highly targeted campaign.
Milestone achieved 692K impressions on the tourism campaign with a small budget. This consisted of 648k on Meta advertising, 57K social engagements and 3,367 link clicks – specifically from tourists to the event website.
Milestone complemented the paid digital campaign with 18 free website listings, including sydney.com, Visit NSW, TripAdvisor, WikiCamp, Hello Sydney and Limelight, to achieve a reach of 25.5M eyeballs.