AUCKLAND LIVE
ABORIA
The Results
2 hour line- up for door sale
Great level of earned media achived over across TV, Newspaper, Radio and Online
Generated social hypes with organic shares
Media ROI 735%
The Challege
Auckland Live (aka THE EDGE) is a key cultivator of culture in Auckland. It brings the world class, cutting edge concerts and big name shows to enrich Auckland’s everyday art scene. As Auckland Live’s vision is to connect with every Aucklanders with the inspiring performance arts, our challenge is to communicate and engage the performance art events with the ‘silent but powerful’ Chinese audience within Auckland's diverse background. This time, we work with Auckland Live to ticket Aboria event in Auckland.
The Solution
Different to Western audience who valued performance art as part of the daily live, Chinese audience often sees performance arts as ‘luxury’ and will only engage with it once in a while for a special event. To bring out the curiosity of this audience and make the event a ‘must see’ through social hypes, our solution combined PR and social media efforts:
- News angle development
- Pitching TV, Radio and News media
- Digital placements
- Social seedings
The Results
Auckland Live (aka THE EDGE) is a key cultivator of culture in Auckland. It brings the world class cutting edge concerts and big name shows to enrich Auckland’s everyday art scenes. Arboria – Architects of Air is one of the most exciting interactive art projects in Auckland. Arboria will rise from the ground every morning, filling up Aotea Square. Lit entirely by natural light, guests are invited to go inside to explore its kaleidoscopic tunnels and turrets.
Promoting Aboria for Auckland Live is an exciting project. Our goals were to generate a great amount of event interest to further enhance event ticketing and drive sales. Through strategic PR pitching, seeding and selective digital media placement, we successfully generated massive earned media value and social hype and made this event a ‘must go’ for Aucklanders..
15,000+ event visits
120 minutes+ entry wait at peak times
Media Explosure across TV, Radio, Newspaper and Online
Media ROI 735%
