Sovereign Hill, Winter Wonderlights - Little Big
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Working on Wurundjeri land

Sovereign Hill

2021-2023

Winter Wonderlights

  • PR
  • Social/Digital
  • Marketing
  • Advertising
  • Design
For three weeks each year Winter Wonderlights transforms Sovereign Hill’s iconic streetscapes and goldfields into a wonderland of sound, lights and wintry delights.

Since 2021 we've designed multi-channel campaigns incorporating awareness, consideration and conversion objectives. A research and analytic process, considering budget parameters, led us to campaign mixes of: Meta, BVOD, OOH, Radio and TV advertising; and media and influencer relations. Local, metro, other regional and national travel audiences are targeted.

To attract broader audiences we conceived a more contemporary look and feel and engaging messaging strategy.

We're proud to have contributed to achieving the biggest Winter Wonderlights events in history, with numbers up about 30% on pre-COVID levels.

2023 ATL Advertising

Impressions

15,000,000

No. of channels

7

2023 Digital Advertising

Impressions

3,400,000

Reach

1,100,000

Website clicks

89,000

Cost per click

$0.53

2023 Influential Advocates

Impressions

1,950,000

Reach

1,500,000

Number of content items

63

Content interactions

120,000