Sovereign Hill

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 acheiving the biggest Winter Wonderlights events in history, with numbers up about 30% on pre-COVID levels.