PARK SOUNDS
Sydney Olympic Park Authority‘s second iteration of their Park Sounds program in Oct-Nov 2022
Park Sounds returned to Sydney Olympic Park from 30 September to 30 November, maintaining the Park as an accessible major sport, recreational and entertainment destination offering every day experiences for everyone, in a thriving centre. Visitors experienced pre and post show events, both in the public domain and in local hospitality businesses, during other key major events in the precinct such as sporting events like the NRL Grand Final, international music acts like Dua Lipa and other key events and festivals such as the Sydney Vegan Market. The program featured Spotlight Artists, Beats & Eats and three Block Parties. Sydney Olympic Park Authority (SOPA) has the rare advantage in Sydney of large public domain spaces and many buildings that have been purposefully built for audiences. SOPA utilised that advantage to directly benefit the live events sector, the creative and cultural sector, local businesses and large-scale venues.
Milestone was engaged by Sydney Olympic Park Authority (SOPA) in March 2022 to deliver the marketing for the first iteration of Park Sounds and was asked again to deliver marketing for their second iteration of the program from September – November 2022.
Challenges:
- Short campaign lead-time and turnaround
- Created new social media channel after the commencement of the program
The marketing campaign was a success despite the timing for the project being extraordinarily tight and the campaign commencing days after being engaged. The services provided include an extensive marketing campaign across digital, social and third party/stakeholder management, including:
- Developing key messages and strategy Develop and create creative assets
- Creation and development of a new Instagram page (@sydparksounds)Social media content
- Liaising with curators, venue owners, local businesses and organisations to provide weekly program updates and marketing collateral
- Alliance marketing
- Facebook group posting
- Event listings
- Onsite video/photography content
The Results.
Despite the challenges, the event saw some really great results as well a rich array of content generated on the Park Sounds social media channels as well as swift collation of content for project stakeholders.
Our Social Media & Content Manager attended events at Park Sounds to gather content for social media channels. We oversaw the content generation and posting for a multitude of channels including 45 event pages, Facebook, Instagram & TikTok. On top of this, we organised numerous photography and videography sessions throughout the program and produced a promo video to be used for future iterations of the event.
Our designer created “What’s On at Park Sounds” creative carousel’s which were shared on social media every week as well as shared to stakeholders to promote across their owned marketing channels.
Milestone Creative managed stakeholder outreach and community communications each week. Our team would share comprehensive event details for the upcoming week with all event stakeholders as well as on numerous Facebook groups who targeted relevant audiences. These groups included event focused groups, music focused groups and family oriented groups. Our stakeholder communications also allowed us to communicate directly to event goers who were attending major events within the precinct.
