New Annual Festival 2024

City of Newcastle | 15 March – 6 October 2024

BACKGROUND

New Annual is a vibrant ten-day festival celebrating art, culture, and creativity in the heart of Newcastle, curated by the City of Newcastle.

Milestone developed the roll-out strategy, and managed a strategic media buy and digital marketing to educate, engage and attract the target demographic, leveraging our extensive expertise and deep understanding of the events landscape.

THE BRIEF

The City of Newcastle was seeking a marketing agency to develop a paid media plan and digital marketing. The objectives of the campaign are brand awareness, promote visitation to the region, highlight Newcastle’s unique businesses, venues, facilities and natural environment, fostering inclusivity and accessibility, prioritising sustainable marketing practices and converting ticket bookings for free and paid events.

SERVICES

Milestone was entrusted with the rollout and implementation of all key marketing activity, including

Strategy
Digital Marketing
Media Planning

The Results.

The New Annual 2024 marketing campaign yielded exceptional results, with an impressive 13.2M eyeballs – 10.1M eyeballs from the media buy, 3.1M impressions from owned paid digital with an impressive 40K+ clicks and 1.84x average ROAS (return on ad spend).

Milestone Creative’s marketing campaign delivered outstanding results in both media buying and digital marketing.

Despite challenges such as cost of living pressures, complicated tracking, and limited access to postcode and ticketing data, the marketing efforts yielded impressive results.

The digital campaign generated a total of 3.1M impressions, with a ROAS average of x1.84 across Meta and GSN.

The media buying campaign reached a total of 10.1M eyeballs across radio, print, and paid digital channels, effectively targeting local, interstate, as well as art, culture, and creative audiences.

This year’s campaign exceeded expectations, delivering outstanding results across every touchpoint.