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 ’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 | 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.

Street Flags Street flags featuring hero messaging and category per element message were distributed across Auckland. Locations included Queen Street, Auckland Airport, Ponsonby Road, Warkworth and Manukau.

Campaign Snapshot 409 31m Street posters Digital Impressions across the city 4.46m 1.16m 1 in 5 2 in 5 Devices reached New Zealanders Aucklanders recall hearing Aucklanders recall at least one reached about the festival of the campaign elements See metric glossary on page 10 elementalfestival.co.nz 7 Communications & Media

Elemental worked in collaboration with event partners and participating eateries to drive public and stakeholder awareness of the festival through an integrated MarComms campaign from February 28, 2019 onw* ards.

Earned media was leveraged to promote and amplify the overarching festival brand as well as individual events, targeting mainstream, hospitality and entertainment media.

From February 28 - 10 August 2019 Elemental campaign generated more than 1000 media stories reaching a cumulative audience of 22,691,972. Media coverage was secured cross domestic and international markets (Australia, United States, Japan), with strong domestic support from NZME, Bauer and Fairfax titles both in print and online media.

Stakeholder engagement included activating the wider group, local boards and councillors, Council-controlled organisations (CCO’s) and accommodation providers to spread the word about the festival through their channels. Paid Media Paid media partnerships were secured with Metro (Bauer), Cuisine (Slick & Sassy) and Stuff (Fairfax).

12,000 9,200 Page views Page views 726 811 clickthroughs to clickthroughs to elementalfestival.co.nz elementalfestival.co.nz

"...winter in our biggest city just got a whole lot livelier with the "...get out there and find the brightest lights, the most delicious launch of an exciting new festival showcasing the city's world- food, and the best entertainment on offer, seeing winter as a class produce, exceptional cuisine and unique dining and season to celebrate, not just tolerate. That's the philosophy drinking experiences." behind Auckland's new winter festival..." stuff.co.nz

Media Snapshot 27,000 1,900 Total page views on sponsored Total clickthroughs from sponsored content in partnership with Fairfax content in partnership with Fairfax 1,000+ AU, USA & Japan 22m Earned media in domestic and Cumulative audience Media stories generated international markets reached elementalfestival.co.nz 8 Media Coverage

"A genuinely exciting development for Auckland, which is in need of a bit of a culture injection in winter." Metro Stuff.co.nz

"There may be no snow, but Aotea Square is being turned into a wonderland of lights, entertainment and food this winter." NZ Herald

"This winter, more than ever, hibernation is highly overrated." Stuff.co.nz

"Elemental AKL wrapped up toward the end of last week, bringing to a close more than 65 events around the city. So was it any good? Yeah, it really was... Elemental AKL injected a healthy dose of life in to our greyest month" Metro

elementalfestival.co.nz 9 Digital

elementalfestival.co.nz

Elemental launched on the festival’s owned channels (digital, social) on 29 April 2019.The microsite content featured the festival programme of 67 events and key information on experiencing Auckland as a destination during the festival. Elemental Feast launched from 7 June onwards with 120 participating eateries around the region The most popular Elemental AKL landing page were the event 1m 59s 10,173 listings for Light shows. Popular pages for Elemental Feast included Red Wall 1939, Giapo, Sidart and MASU. Average time spent on Total views across all landing Events homepage in July pages in July The family market spent the greatest average time on the website, favouring the Light and Entertainment categories.

Elemental AKL

The Facebook brand page published owned media from the Elemental AKL, housed Facebook listings for events via co- hosting with event partners and promoted awareness of the festival and its themes. The page currently has over 2,600 followers with the audience continuing to grow. 6,556 13.5m Total Engagements * Total Impressions *

15% 39,400 of our domestic audience is Event responses outside of Auckland Reach: 200,400 Reach: 146,900 Our highest performing post in July had a reach of Engagement: 5,600 Engagement: 2,800 40,000 and 662 engagements. * Organic (non-paid) figures, during May, June & July 2019

@elementalakl

The profile shared captured and user-generated content via stories and posts with Facebook advertising also linking through to news feeds. @elementalakl has 359 followers and will continue to share content in the lead up to Elemental AKL 2020.

2,505 11,528 Total post and ad likes Total Impressions 48% 68% of our audience is 25 - 34 years old of our audience is female See metric glossary on page 10 Icons made by Freepik from www.flaticon.com elementalfestival.co.nz 10 Where to from here?

Key Dates for Elemental 2020

2019 Post-event and campaign analysis From 1 August to 30 September 2019

2020 Dates announced 5 September 2019

Round 1: Open for applications (Investment or Marketing-only) 1 - 31 October 2019 Event organisers can apply for event funding. ATEED investment in events will be used to support the development of the festival programme. The investment will be used to support new activity, or activity which aligns the existing event to the festival themes. Outcome of applications will be received by 14 December 2019.

Round 2: Open for applications (in-venue Marketing-only events) 15 - 29 February 2020 Marketing-only events will be included in the festival line-up and marketing campaign and can use festival branding to promote their event but will not receive direct financial support from ATEED. Outcome of applications will be received by 7 March 2020.

Elemental AKL 15 July - 2 August 2020

For full Elemental AKL 2020 Events Programme Guidelines visit - aucklandnz.com/elementalfestival/2020

L-R: Tūrama Festival - Noir Events, Photo Credit: Max Burgess Photography & Te Hono - The Gathering - Inside Out Productions elementalfestival.co.nz 11 2019 Event Programme

Event Location Date Elemental AKL Hub Aotea Square 1 - 28 July Elemental Feast Various 1 - 31 July Elements of Parnell Heard Park, Parnell 1 - 31 July Newmarket by Night - HYBYCOZO Lumsden Green, Newmarket 1 - 31 July Aotea Square Ice Rink Aotea Square 1 - 28 July Auckland Night Market Aotea Square 1- 28 July Winter Lights at Paradice Ice Skating - Avondale Paradice Ice Skating - Avondale 1 - 28 July Winter Lights at Paradice Ice Skating - Botany Paradice Ice Skating Botany 1 - 28 July Celebrate Matariki at Auckland Zoo Auckland Zoo 1 - 21 July War Horse The Civic 1 - 14 July Matariki Glow Show Various 1 - 5 & 8 - 13 July Matariki Dish Victoria Road, Devonport 1 - 7 July The Travelling Fare Victoria Road, Devonport Every Tuesday Fire in the Western Sky Hallertau Brewery 4 - 28 July First Thursdays All along Karangahape Road 4 July Vector Lights for Matariki Auckland Harbour Bridge 5 - 7 & 12 - 14 July Matariki on the Waterfront Silo Park 5 - 7 July Silent Disco CityWalk Glow in the Dark Edition Silo Park 5 July Lights out on Great Barrier 6 - 7, 12 - 14, 17, 20 & 27 July Te Hono - The Gathering Auckland Concert Chamber 6 - 7 July InMotion Matariki 2019 Silo Park 6 July Te Taumata Kapa Haka ASB Theatre, Aotea Centre 6 July The Mahurangi Winter Festival of Lights Baxter Street, Warkworth 8 - 20 July The Children's Midsummer Night's Dream Pop-up Globe 8 - 11 & 15 - 20 July Mid Winter Mischief and Mayhem Birkenhead Village 10 - 20 July Dinner with Frida Frida Cocina Mexicana & Tequila Bar 10 July Renault French Festival Shed 10 11 - 14 July Ko Pūanga Manukau Civic Square 11 - 13 July Ellerslie Winter Nights Ellerslie Village Square & Surrounds 12 - 21 July Stellar - Festival of Lights Smales Farm 12 - 14 July Te Korakora on Federal Federal Street 12 July

NZTrio: Tectonic Shift Q Theatre 14 & 16 July Eat Drink Love Ponsonby Ponsonby 15 July - 16 August Nelson Mandela Day: Freedom Food Truck Festival Eden Park 18 July NZ International Film Festival: Various 18 - 31 July Premiere World Food Experience Vector Lights for Elemental AKL Auckland Harbour Bridge 18 - 21 & 25 - 28 July Twelfth Night Pop-up Globe 19 & 25 - 28 July Fire by the Sea St Heliers 19 July

Kaimataara O Wai Manawa viewing platform, The Magic of Aotearoa Myths and Legends 19 - 21 July Birkenhead A Midsummer Night's Dream Pop-up Globe 20, 24, 27 & 31 July Sunset Sail and Graze New Zealand Maritime Museum 20 & 27 July

elementalfestival.co.nz 12 2019 Event Programme

Event Location Date Breakfast with Chanel La Cigale French Market 20 July Sounds at the Grounds The Grounds at Woah! Studios 20 July Craft'd Wine & Spirits Festival GridAKL 21 July The Auckland Food Show ASB Showgrounds 25 - 28 July Art After Hours Auckland Art Gallery Toi o Tamaki 25 July Fashion on the Wharf Devonport Ferry Terminal 25 July Tūrama Festival Albert Park 26 - 28 July Wine & Food Celebration 2019 NZ School of Food & Wine 26 - 28 July Dinner with Warhol Brother Juke Joint BBQ 26 july Foodography Dinner NZ School of Food & Wine 26 July Urban Forage NZ School of Food & Wine 27 July International Volcanic Wine Tasting NZ School of Food & Wine 27 July with John Szabo Chef for the Day: Feast from the Earth NZ School of Food & Wine 28 July Metric Glossary

Metric Meaning Engaged consumers interact with brands through 'likes', comments and social Engagements sharing. How many consumers have clicked 'Interested' or 'Attending' on a Facebook event Event Responses listing. Impressions An impression is counted each time a piece of content is displayed Contact

All enquiries related to Elemental AKL should be directed to [email protected]

elementalfestival.co.nz 13