2021 Heritage Festival Evaluation Report
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REIMAGINEREIMAGINE || 6–266–26 APRILAPRIL 20212021 2021 EVALUATION REPORT Acknowledgment to Country Yuma Dhawura Nguna Dhawura Ngunnawal Yanggu ngalawiri dhunimanyin Ngunnawalwari dhawurawari Nginggada Dindi yindumaralidjinyin Dhawura Ngunnawal yindumaralidjinyin Produced by the Environment, Planning and Sustainable Development Hello, This is Ngunnawal Country Today we are meeting on Ngunnawal country © Australian Capital Territory, Canberra 2021 We always respect Elders, male and female This work is copyright. Apart from any use as permitted under the Copyright Act 1968, We always respect Ngunnawal Country no part may be reproduced by any process without written permission from: The Environment, Planning and Sustainable Director-General, Environment, Planning and Sustainable Development Development Directorate acknowledges Directorate, ACT Government, GPO Box 158, Canberra ACT 2601. the Ngunnawal people as Canberra’s first inhabitants and Traditional Custodians. Telephone: 02 6207 1923 We recognise the special relationship and Website: www.environment.act.gov.au connection that Ngunnawal peoples have with this Country. Prior to the dislocation of Ngunnawal people from their land, they were Accessibility a thriving people whose life and culture was The ACT Government is committed to making its information, services, events and connected unequivocally to this land in a way venues as accessible as possible. that only they understand and know, and is core to their physical and spiritual being. The If you have difficulty reading a standard printed document and would like to disconnection of the Ngunnawal people from receive this publication in an alternative format, such as large print, please Culture and Country has had long-lasting, phone Access Canberra on 13 22 81 or email the Environment, Planning and profound and ongoing health and well- Sustainable Development Directorate at [email protected] being effects on their life, cultural practices, families and continuation of their law/lore. If English is not your first language and you require a translating and interpreting The Environment, Planning and Sustainable service, please phone 13 14 50. Development Directorate acknowledges If you are deaf, or have a speech or hearing impairment, and need the teletypewriter the historic dispossession of the Ngunnawal service, please phone 13 36 77 and ask for Access Canberra on 13 22 81. people of Canberra and their surrounding regions. We recognise the significant For speak and listen users, please phone 1300 555 727 contribution the Ngunnawal people have and ask for Canberra Connect on 13 22 81. played in caring for Country as for time immemorial they have maintained a tangible For more information on these services visit http://www.relayservice.com.au and intangible cultural, social, environmental, spiritual and economic connection to these lands and waters. PRINTED ON RECYCLED PAPER CONTENTS 2021 theme and visual identity ........................................3 What was new for 2021? ...............................................4 Management and planning ............................................4 Festival program content ..............................................4 ACT Heritage Grants showcased during the 2021 Heritage Festival ...5 Marketing and promotion .............................................6 Website ...............................................................6 Festival branding pack .................................................7 Pop-ups ...............................................................7 Festival booklet production and distribution ............................7 Promotion, media and marketing .......................................7 T!lt campaign overview ................................................8 Digital campaign ......................................................8 Social media campaign ................................................9 Out-of-home campaign ................................................9 Evaluation ............................................................ 10 Festival de-brief ...................................................... 13 WWW.ENVIRONMENT.ACT.GOV.AU/HERITAGE 1 London Bridge Woolshed at the Googong Open Day. THIS WAS GREAT—I’VE LIVED IN CANBERRA SINCE 1960 AND LEARNT SO MUCH THAT I NEVER KNEW. IT WAS FASCINATING, THE PRESENTERS WERE FANTASTIC AND IT WAS THOROUGHLY ENJOYABLE. TOUR OF CANBERRA’S RAIL HERITAGE (RUN BY ENGINEERS AUSTRALIA) 2 CANBERRA AND REGION 2021 HERITAGE FESTIVAL REPORT 2021 theme and visual identity The Canberra and Region Heritage Festival (the Festival) was held from 6 to 26 April 2021. The program included 165 diverse events and involved 70 groups from the business, government and community sectors. The Festival celebrates natural, Aboriginal and historic heritage and raises awareness of the ongoing need to conserve the heritage of the Canberra region. Each year the Festival is refreshed through a different theme, allowing for new perspectives and new partnerships. For 2021 the theme was ‘Reimagine’. After the cancellation of the 2020 Heritage Festival, ‘Reimagine’ was even more apt. ‘Reimagine’ was a chance for people to redefine or reconsider what heritage is, especially after the COVID-19 pandemic-related restrictions created heightened interest in our neighbourhood. ‘Reimagine’ looks backwards and forwards and aligns with the Australian Heritage Festival theme of ‘Our heritage for the future’. Three main graphics, developed in a pop art style, resonated well with Canberra’s mid-century building boom and with audiences. The creatives were optimised for the three targeted audiences. REIMAGINE YOUR IDEA OF OUR IRREPLACABLE ABORIGINAL, HISTORIC AND NATURAL HERITAGE AT APRIL’S HERITAGE FESTIVAL. What was new Festival program content for 2021? → 165 events were hosted by 64 different community groups, not- for-profit organisations, ACT and Australian government agencies → Program ‘tip-on’ on the front and private tourism operators. This was a great result after the cover of ‘Canberra Weekly’. cancellation of the 2020 festival due to the pandemic. → Artwork from local artist → 52% of events were free. The majority were affordable and Hannah Minter. accessible. → Feedback cards with a QR code → This year the Festival welcomed 12 new event organisers, distributed by event organisers. including: → ‘Heritage at Home’ where free > Ginninderry Conservation Trust virtual tours and talks were > Girl Guides ACT and SE NSW Region available. > Braddon Collective → Online promotion with RiotACT. > Yarralumla Residents Group → COVID-safe provisions including the Check in Canberra app. > Red Hill Primary School > The Old Barn Pialligo. → Aboriginal culture featured in six events with tours, exhibitions and demonstrations. → Attendance numbers for larger events: > Artists-in-Residence Exhibition = 940 > Lanyon Harvest Day = 750 > Canberra Railway Museum = 449 > Wings of Dickson exhibition & sign unveiling = 400+ → Regional partners held activities throughout the Festival, including Bungendore, Bungonia, Marulan, Yass, Queanbeyan and Goulburn; 22 regional events were staged ranging from exhibitions, tours, open days, performances and forums. → The Festival enabled access to places normally closed to the public such as inside Manning Clark House, Swinger Hill, London Management Bridge Woolshed and Homestead, and Parkwood Chapel. and planning The Festival was coordinated by ACT Heritage with communications, publication and graphic design support from the Environment, Planning Sustainable Development Directorate (EPSDD) Communications Team. The marketing campaign was directed by Tilt Agency. The 1939-built Forrest Fire Station houses the Canberra Fire Museum. Over 250 people visited during the Festival. [Mary Gleeson] 4 CANBERRA AND REGION 2021 HERITAGE FESTIVAL REPORT ACT Heritage Grants showcased during the 2021 Heritage Festival A large number of projects funded through both the 2019–20 and 2020–21 ACT Heritage Grants rounds were showcased. In 2021, 16 projects held an event or activity during the Festival included: → Engineering Australia bus tour → All Saints Ainslie ‘Station of the Cross’ → National Trust’s Heritage Polaris → Rock Valley picnic day → Canberra Railway Museum open days → Canberra Modern’s 10 various events → Canberra & District Historical Society cricketing exhibition → Heraldry and Genealogy Society → Girl Guide Uniform Display → Reid Residents Association tours → Telopea Park School unveiling ceremony → Canberra Fire Museum open days → Red Hill P&C 60+1 anniversary open day → Sullivans Trail walk and talk → Cuppacumbalong Reminisce, Recreate, Reimagine Girl Guides started in Canberra in 1927. A collection of uniforms and badges from the last 90 years were → Forrest Residents Group tours. on display. [Mary Gleeson] TOO MUCH GREAT STUFF ON—CAN WE HAVE HERITAGE YEAR?? JULIA RAINE 11 APRIL VIA FACEBOOK WWW.ENVIRONMENT.ACT.GOV.AU/HERITAGE 5 Marketing and promotion Website The website resulted in an average of 420 page views per day, slightly up from 413 in 2019. → The program was live for 48 days = 20,171 visits 20,171 → Biggest days: > 19 March, the day after launch visits in 48 days day = 1,646 pageviews > 20 March = 1,543 views > 6, 7, 8 April, the three opening days of the Festival = about 1,560 views each → When compared to previous years, adjusted to 37 days 19 42page views per0 day March > 2017 = 7,656 > 2018 = 9,038 biggest day > 2019 = 13,520 > 2021 = 15,540 Heritage Festival Page 1,646 Second most popular → the Heritage