Central Coast Council
The Central Coast Council were seeking an agency partner to help them promote and drive awareness of their annual public event calendar. We proposed an integrated marketing strategy that straddled both owned and paid media assets, ultimately focusing on the target consumer.
The approach was to ensure the campaigns were measurable, online, geo-targeted, and attracting the most relevant eyeballs whilst ensuring every dollar was delivering a return on investment.
Since The Misfits engagement in 2019, Central Coast Council have seen a major uplift in audience awareness and advocacy of their major public events. During the time of the pandemic, The Misfits took many of these events online and created new, engaged communities around these platforms in the form of younger and more digitally savvy audiences.
During COVID, we were tasked with taking a number of their events online, so we created a series of content pieces that brought these events to life for the community to enjoy from the safety of their own homes in the form of Harvest Festival TV and Chromefest Overdrive TV.
For the Chromefest Overdrive TV and Harvest Festival TV campaigns, the Council saw a 400% and 230% increase in online engagement from previous years with over 2 million impressions across the two campaigns.