P4 Takes on Brisbane Festival

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This September the P4 Group team took on Brisbane Festival, Queensland’s largest arts festival with an exciting program of music, theatre, dance, comedy opera, circus and much more – making up 70 productions and 540 performances. Each year Brisbane Festival paints the town pink for 22 days in September.

The festival theme for 2016 was “Welcome to Youtopia”, encouraging festival goers to step outside their comfort zones and truly embrace the full festival experience. P4 Group were completely immersed in the Youtopian paradise and were able to produce some fantastic results for the client.

The P4 Group team achieved, over2000 media clips, generating a potential reach of 46,560,863 people. The top 10 box office shows including fan favourites, Blanc de Blanc, En Avant Marche, Troppo, California Crooners Club and the Snow White Series accounted for 41% of the overall coverage with 421 total clips.

Our digital guru’s stepped up to the challenge, to generate amazing results for Brisbane Festival’s social pages. Close to 800 pieces of content were created for use across Facebook, Twitter and Instagram, driving 18% of website traffic and encouraging conversion.

Facebook growth alone was up 28% from 2015 and Instagram growth increased by an impressive 174%. April 2016 saw Facebook introduce live streaming, and the P4 team jumped straight on board, carrying out 14 live streams over the course of the festival resulting in 45,712 views. The two most popular streams were with the Blanc de Blanc cast and the Introduction to Brisbane Festival with the festival Artistic Director, David Berthold.

Some festival highlights included:

  • P4 Group secured 1,022 media clips independently valued at $8,899,486 (Advertising Space Rate).
  • Secured 37 reviewers to attend and review shows throughout the Festival.
  • Achieved three front page stories – Brisbane News, The Australia Financial Review – Life & Leisure, Herald Sun.
  • Secured and managed live weather crosses with TODAY show, Channel Nine News and Channel 7
  • P4 Group grew the Brisbane Festival online community by 114,366 extra members.
  • P4 Group set up, managed and generated a Sunsuper Riverfire competition that engaged 3,200 people and resulted in over 500 entries.

 

The P4 Group team absolutely loved working with the Brisbane Festival team on such an exciting local project. We can’t wait to see what Brisbane Festival has in store for 2017, watch out Brisbane!