Project Description

NOOSA alive! is a 10-day arts and cultural festival held in the iconic coastal destination of Noosa, Australia. Celebrating its 23rd year in 2025, the event brought together a diverse program spanning music, theatre, literature, food and wine and family-friendly entertainment.

The Brief

NOOSA alive! engaged Sage PR & Marketing to deliver its public relations and digital communications to ignite momentum for its 2025 festival promotion and sales. The goal was to increase awareness across local and regional audiences, under a modest budget.

What We Did

Sage PR & Marketing delivered an integrated marketing communications campaign to cultivate awareness and momentum for the festival. The strategy spanned local and regional media across print, digital, social and radio:

Print Media

We secured coverage in leading print platforms, taking out ad space as well as featured editorial positions in local and regional publications.

Paid Digital

Our paid digital campaign focused on META and used existing and past data to inform our campaigns. Throughout the campaign period, we focused on a strong retargeting strategy, meaning we were concentrating most of our paid efforts on the people who really mattered.

Organic Social

We implemented a regular posting schedule, reaching its strong following on owned channels. The organic strategy spanned feed posts, stories & reels, with a wide and varied content mix promoting the entire festival roster. Organic posts recorded high reach numbers and saw community engagement increase.

Targeted Email Marketing

Email marketing shifted towards a more brand aligned campaign that repurposed different content from the campaign. Each email featured a strong immediate call to action, boosting ticket sales.

Visit NOOSA alive! website

What We Achieved

• As a result of a combined media effort, final ticket sales were the highest on preceding years.
• Within weeks of the campaign, several events sold out with limited tickets remaining for others.
• A targeted publicity program secured extensive media coverage, including five page-1 stories in Noosa Today and a cover feature in My Weekly Preview, alongside multiple bonus advertising and editorial inclusions.
• Ticket giveaways further amplified exposure and audience engagement.
• Social media played a key role in driving brand visibility and website traffic, with organic activity across Facebook and Instagram showing consistent growth in reach and engagement
• A targeted paid social campaign across META expanded reach to new audiences. Clicks through rates reached highs of nearly 6%, well above1% industry benchmarks.
• A new brand aligned email template established strong brand identity and recognition.
• Email marketing delivered consistent open rates and above-average click-throughs to event pages and the festival website.