Overview/Challenge: The objective was to drive ticket sales and generate excitement for the Fishers Out2Lunch Festival by leveraging 90.9 SeaFM's audience and brand synergy. This project focused on maximizing impact through strategic, high-yield promotional tactics rather than large-scale activations.

My Role: As Campaign Coordinator & Lead, I was responsible for strategising and executing the promotional campaign, fostering collaboration between SeaFM and the festival organizers to align our efforts with shared demographic targets.

Strategy & Execution: I developed a "minimum effort, maximum reward" strategy, focusing on highly targeted street team activations. This involved roaming street team members strategically distributing free light-up party batons and sunglasses, creating a memorable brand presence and generating buzz for the following day's event. This was amplified by numerous social media impacts from the event, showcasing the atmosphere and encouraging attendance. The campaign leveraged the natural overlap in demographics between SeaFM and the festival to ensure efficient and effective outreach.

Results & Impact: This highly successful campaign contributed to the festival's continued growth, attracting over 30,000 attendees and generating an estimated $54 million for the Gold Coast economy in 2025. The strategic, low-footprint activations created a significant and lasting impact on attendees, proving the power of targeted brand presence.

Key Learnings/Takeaways: This project highlighted the immense impact achievable through strategic, targeted brand presence and community engagement, even without large-scale physical setups. It reinforced the importance of understanding audience demographics for efficient campaign collaboration and maximizing promotional ROI.