Waterfront Whale Tales

New Sydney Waterfront Company’s 6 week art trail, Waterfront Whale Tales

Waterfront Whale Tales brought a connected trail of Whale Tail sculptures across Sydney’s Western Waterfront from 11 August to 24 September. 30 Australian artists / 30 large scale sculptures / 30 stories of place. 

 

Presented as a 6km harbourside trail, the sculptures were individually painted by a diverse collective of artists. The trail links Barangaroo to Cockle Bay, past Crown Sydney, King Street Wharf, Cockle Bay, Darling Quarter, ICC Sydney, the Australian National Maritime Museum, The Star, through Pyrmont to the Sydney Fish Market. 

 

Waterfront Whale Tales was presented by the New Sydney Waterfront Company and supported by Investment NSW’s CBD Revitalisation Program.

New Sydney Waterfront Company was looking for a marketing agency to promote and market their brand new open-air arts trail, Waterfront Whale Tales, taking place around Sydney’s Western Harbour from 11 August to 24 September.

 

Challenges:

  • Short campaign lead-time and turnaround
  • Post-covid consumer purchasing behaviour changes
  • Brand new event with no followers or subscribers

Milestone delivered an event marketing strategy, media planning & buying, stakeholder management across multiple precincts, venues and hospitality providers, a rewards program, artist meet and greet program, website and app, digital advertising campaign, activations, design, social media marketing, community engagement and content creation.

The Results.

The entire Waterfront Whale Tales campaign delivered fantastic results, including a total marketing reach of 32.6 million eyeballs.

The entire Waterfront Whale Tales campaign delivered fantastic results, including a total marketing reach of 32.6 million eyeballs.

 

The Waterfront Whale Tales app saw great engagement with a total of 32.1K rewards collected from the app which audiences were able to use at local affiliated retailers. Audiences who completed ‘mini trails’ or who unlocked all 30 tails were eligible to enter competitions. The event saw a total of 2.1K competition sign ups through the app. 

 

Some other promotions which ran in the campaign was a Whale Tale Colouring in competition as well as a ‘Tag a Tail’ social media competition which had over 260 posts use the #sydneywhaletales hashtag. The social media channels received a total reach of 639K across Instagram, Facebook and Tik Tok. 

 

Milestone ran an extensive digital advertising campaign achieving a total of 1.7M impressions and 11K link clicks with an average CPC (cost-per-click) at $0.86. 

 

Milestone also researched, negotiated and purchased media advertising for the campaign across multi-channel platforms including paid digital, print and radio. These placements included Urban List, Concrete Playground, Broadsheet, Nova Entertainment and NewsCorp. The total media buying campaign saw 8.3 million eyeballs. 

RESULTS AT A GLANCE.

TOTAL CAMPAIGN EYEBALLS
0 M
REWARDS COLLECTED
0 K
AVERAGE EDM OPEN RATE
0 %
COMPETITION SIGN UPS
0 K

  • As a cultural consultant and artist working on the Sydney foreshore Whale Tale art project, there were many unforgettable moments that will live long with me. Working with a passionate team of people and bringing many people together was a highlight. Earning the trust and respect of local Aboriginal cultural knowledge holders, to share ancient stories and cultural history was incredibly valuable. To see visual artists from many backgrounds with different levels of creative experience, sharing their creativity is an inspiring story. Overall, this project left those who visited the Whale Tale project sites wanting more of its beauty, cultural insights, its Country and its age.

    Graham Toomey, Indigenous Cultural Advisor | Waterfront Whale Tales

  • This was such a fabulous project and I was so stoked to be involved. The team around it was definitely a highlight - I felt very supported, and I really enjoyed meeting Aunty Jo and Uncle Graham. The information provided about materials, social media and branding were very helpful! Milestone Creative were amazing to work with, they were so easygoing yet professional.

    Gabby Malpas - Waterfront Whale Tales Artist

  • I just wanted to let you know how impressed the VP of Kimberly Clark was with the videos you created. They were all sent out as pre-work and then for the 2nd day of the Summit Nicole had us play all of them again to open the show. She also told all 80 leaders that if they did nothing else all Summit, they should watch those videos because they were brilliant. That is all credit to you. You worked so hard to sort through and manage the information that was being given to you and turn it into something incredible.   Well done! I’m sure they will be looking to work with you again.   Thanks for everything

    Janelle Fisk

  • Milestone Creative turned our idea into a successful music event, growing our customers from zero to the sale of 1600 tickets in a four-month campaign! We couldn’t be happier with the friendly and professional team, for listening to us and incorporating our ideas where appropriate, into their marketing strategies. It was a wonderful collaboration that considered our personal values. We were supported from start to finish, as Milestone worked and guided us on every aspect of promotion and marketing - digital marketing, asset creation, brand consistency, press releases, advice on event organisation and more.

    Keith & Helen Hong, Music in the Sky

  • Once again Milestone have out done themselves. You were brought into this project with limited time and the challenging task to design and built a student portal to support a new online teaching platform for NAS dealing with unchartered territory through Covid-19. A huge thank you and congratulations for a job well done. I know how hard Chris and you worked on this to deliver an outcome within 10 days for NAS…We have ambitious aims to continue to grow our online learning offerings and look forward to working with you again.

    Terese Casu, Head of Advancement | National Art School

  • We engaged Milestone Creative to create our region’s Meeting Planners Guide, the first piece of business events collateral in our new destination brand. We were very impressed from day one with their commitment to the project, communication, planning, copy writing and design work. They were so easy to work with and we are thrilled with the brochure.

    Alicia Williams | Senior Marketing and Tourism Officer at Destination Central Coast

  • Milestone Creative ran our digital campaign including social media and marketing for the inaugural Rose Coast Gold Coast that took place on Sat 1 May 2021 at Kurrawa Beach, Broadbeach GC.This is the A Team - they went well above their scope of work and well and truly exceeded KPIs. They are a professional, fun and creative bunch with a great understanding of markets and how to reach them.I wouldn’t hesitate to recommend Milestone to any business looking for that extra care and attention to detail.

    Kristen Francis | Rosé Coast Gold Coast

  • Thank you very much for your absolutely wonderful work. The creative looks brilliant and is underpinned by some great work on the website and database. On a personal level you made it so easy for me and were a delight to work with.

    Carol Giuseppi, General Manager, Accommodation Association of Australia

  • Hopefully we get to work together again soon. I’ve been doing this for a while now, but this felt like most cohesive promotional campaign I’ve had so far. Don’t be a stranger ?

    Dolly Diamond

  • As an untested new work, the show has been very well received with audiences, so hopefully we can do some more. It has been great to work with you again on our modest new venture. Thanks to you, Rose, Chris, Fiona and the whole team for your work and support, for all the ways we reached out to connect with those elusive audiences.

    Kevin Brumpton, Return Fire

    Let’s work together.

    Let’s work together.