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Elemental 2019 Festival Summary

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Elemental 2019 Festival Summary Elemental 2019 Festival Summary Credit: Max Burgess - Tūrama Festival Festival Overview The inaugural Elemental festival took place throughout Tāmaki Makaurau in July 2019. Elemental brought the region’s winter story to life for 31 days of dazzling light shows, delicious culinary events, spectacular cultural performances and uplifting entertainment. Auckland Tourism, Events and Economic Development (ATEED) established E l e m e n t a l to support Auckland’s visitor economy by encouraging visitation to the region during winter, particularly for the accommodation and hospitality sectors. The genesis of the concept was contained within D e s t in a t i o n A K L 2 0 2 5 – the new destination- management focused strategy developed in partnership with industry and released in May last year. A key focus of the strategy – and something industry was keen to see activated – was a more even spread of visitors throughout the region, and throughout the calendar year. Work began to develop a concept which, over time, will grow visitation in a season which is a traditionally quieter time. There is strong belief Auckland has all the ingredients to be a world-class destination for domestic and international visitors. In 2019 Elemental saw a diverse programme of 67 free and ticketed events, from multi-day outdoor lighting events to international culinary offerings, spectacular cultural performances and uplifting entertainment. The programme included events that ATEED invested in and events that joined the festival on a marketing-only basis Elemental also told Auckland’s unique food story through Elemental Feast, a menu- activation programme delivered by Lemongrass Productions, which saw 120 participating eateries deliver a special festival dish inspired by the elements (fire, water, earth and air). The sector-wide response has been positive and forthcoming, with a strong appetite to develop and grow the programme of activity over the next few years. Festival Highlights Elemental Launch 29 April 2019 | The Civic The Elemental launch introduced Auckland's new festival to more than 150 guests at the Civic Theatre on Monday 29 April. Guests included event organisers, industry stakeholders and media. The evening’s programme included festival entertainment, speakers and element-inspired hospitality, offering guests a taste of Elemental. On arrival guests were transported to medieval times with charismatic performers from Pop-up Globe playing a selection of songs from their Shakespearean productions followed by a stunning dance performance from local inclusive dance company Touch Compass. Local culinary event producers, Lemongrass Productions curated mouth-watering element-inspired canapes from Cassia, Pūhā and Pākehā, Casita Miro and Big Fish Eateries paired with a selection of beers from Sawmill Brewery and wines from Villa Maria, Kumeu River and Babich Wineries. Elemental HUB 1-28 July 2019 | Aotea Square The beating heart of Elemental, Aotea Square came alive with entertainment and delicious food. The Aotea Square Ice Rink and Ice Slide, with DJ nights and themed parties was a hit for all ages! When it was time to warm up again, the Box in the Square Bar and Cafe was the place to be, decked out with cosy winter snugs and serving delicious food and beverage. The popular Auckland Night Markets were on every night, keeping festival goers well-fed with a diverse selection of culinary delights from around the world. Elemental Feast 1-31 July 2019 | Auckland Region Elemental Feast provided the perfect excuse to indulge in Auckland's world-class food scene with more than 120 eateries from across the region taking part in the festival. The month-long programme involved an incredible range of cafes, restaurants and pubs, with each participating eatery creating an element-themed dish, exclusively available for the month of July. L-R: Tū Kōhatu - Giapo, Roasted Avocado and Steamed King Salmon - &Sushi, Indian Accent x Sidart Collaboration Dinner - Manish Mehrota and Sid Sahrawat and A Taste of the Sea - Ostro elementalfestival.co.nz 2 Events Te Hono - The Gathering 6 - 7 July 2019 | Auckland Town Hall An immersive and informative storytelling experience, with digital, state-of-the-art projection mapping onto the Auckland Concert Chamber ceiling and facade. Te Hono was a collaboration between Inside Out Productions and Tāmaki Makaurau orators: Rewi Spraggon, Taiaha Hawke and Pita Turei. InMotion Matariki 6 July 2019 | Silo Park A magical all-wheels illuminated parade in celebration of Matariki: the Māori New Year, created and presented by Touch Compass, an inclusive professional performing arts organisation. A mix of sensory installations, art installations and live performances take place along the parade route. Sounds at the Grounds 20 July 2019 | The Grounds at Whoa! Studios An awesome night out with highly-acclaimed New Zealand artists, Che-Fu and Jason Kerrison (OpShop) alongside an incredible element-themed menu curated by award winning-chef Ben Bayly. Pop-up Globe 13 - 31 July 2019 | Pop-up Globe, Elerslie Pop-up Globe's first winter season featured two of Shakespeare's great comedies; A Midsummer Night's Dream and Twelfth Night with a modern twist. A new winter roof and heated auditorium kept audiences happy. Tunu Tahi 26 July 2019 | Smoko Room, Sawmill Brewery Hāngī Master Rewi Spraggon and Cazador chef Dariush Lolaiy teamed up with the Smoko Room's Chef Will Michell for a winter celebration. Tunu Tahi 'cook together' was a 5-course degustation, with three courses prepared from the hāngī. A sell-out event with the opportunity to ask the chefs questions and a Sawmill beer match. Tūrama Festival 26 - 28 July 2019 | Albert Park Albert Park provided the backdrop for audiences to explore an assortment of curated sensorial experiences, from stunning stories told through projection, interactive sculptures, to performances turning movement in to art. With homegrown entertainment and a variety of food trucks on site, Tūrama was a festival highlight for many! See full list of events on Page 8 elementalfestival.co.nz 3 Reviews "Thank you for providing a free event that families could enjoy" "It was a great event, really well organised and the installations were amazing - the kids were just blown away" "Excellent venue, friendly helpers and we LOVED the silent disco. We will be back" STELLAR - Festival of Lights "We had the best time in the Snugs... perfect after ice-skating and the staff were just wonderful" Elemental HUB "We parked at Westhaven to check this out... it was so good" Vector Lights for Elemental The Breakdown 67 120 Elemental events over Eateries across the 31 days region 147,000+ 48% Attendees at of ticketed events had Elemental events sold out shows elementalfestival.co.nz 4 Reviews "Loved the storytelling - both simple and complex. One of the most memorable events I've been to..." "Exceptionally beautiful.. Amazingly creative and transformative" Te Hono - The Gathering "Very emotive performance, from start to end..." Te Hono - The Gathering "Makes Auckland seem like a lively world class city... Great to have events in winter to go to" Tūrama Festival "Albert Park is such a beautiful setting for a light festival... the trees [were] such stunning canvases... and the band rotunda was [a] vibrant pivotal place to regroup with friends" Tūrama Festival Tūrama Festival - Max Burgess Photography Tūrama Festival - Max Burgess Photography "Inspiring artistically and nurturing of community spirit... Thank you Auckland for an inspiring mid- winter experience. Tūrama Festival Tūrama Festival - Max Burgess Photography elementalfestival.co.nz 5 Campaign Objectives In year one, the overall objective for Elemental was to introduce the new festival to the domestic market, driving excitement and interest through a targeted media campaign, in turn increasing brand awareness for* the festival. The marketing campaign targeted Aucklanders as well as those located in key drive markets (Northland, Bay of Plenty and Waikato) and key fly markets (Wellington and Christchurch). The three main audiences* were independent professionals, families and active silvers. Phases Launch the festival promotional campaign – Drive broad awareness of the festival and increase appeal and consideration Inspire and drive intent to travel to Auckland - Get our target markets excited and eager to attend the festival Consideration - Get the festival on the list of things to do when in Auckland this winter Campaign Timeline The campaign went live on 28 April using digital display, social, SEM, sponsored content and out of home advertising. The Digital Ads had three layers: 1.Festival Launch - featuring hero messaging, targeting all audience groups 2.Inspire/Consider - dynamic ads designed for each audience group. 3.Retargeting - dynamic and included 'act now' messaging. These ads targeted those who have visited our website Outdoor Street/Dairy posters featuring hero and category messaging were distributed across 70 locations. North Shore, East, West & South Auckland and Waiheke Island. Adshels featuring hero messaging were distributed across multiple sites throughout the duration of the campaign. * Target Audiences Independent Professionals Families Active Silvers Aged in their late 20s to early 30s, they Parents and the kids. Above average Active older couples either without are active and aim for a good time while income, they get involved and have kids, or with kids who have left home. wanting to feel relaxed and refreshed. busy, active holidays. High disposable income. See metric glossary on page 10 elementalfestival.co.nz 6 Campaign Billboards Two weeks of high impact digital billboards were used in May to help launch the campaign in markets outside of Auckland. Placed in Hamilton, Tauranga, Wellington and Christchurch, as well as Auckland. L-R: Westpac Stadium - Wellington, Hewletts Road - Tauranga, Victoria Green - Christchurch and Macdonald Street - Mount Maunganui Street Posters Street posters had three layers: 1.Hero - focused to high profile CBD and inner city suburbs. 2.Premium reach - focused on CBD and key suburbs. 3.Suburban reach - targeted to high value suburbs, including Waiheke Island.
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