Utilising paid media channels to increase festival awareness and attendance year on year.

The Challenge

The Inland Sea of Sound Festival is one of the leading cultural events of central New South Wales. It is a major festival of music, arts and culture staged in an iconic location on the grounds of Wahulu – Mount Panorama.

The challenge was to develop and drive a digital marketing strategy for their two day festival in February, in order to increase brand awareness, clicks to site and sell tickets for the weekend.

Our Solution

We ran a PreSale competition with Audience Republic, which resulted in a Conversion Rate of over 11%, and a 5:1 Return on Ad Spend. 

We implemented various Facebook and Instagram Campaigns, with different objectives from Artist Callouts, Brand Awareness to Conversions. We set up interest-based and custom look-a-like audiences, as well as developed intricate retargeting funnels on Facebook to recapture lapsed customers, driving them to purchase.

We created new content and creative for Bathurst Regional Council to be used throughout the campaign.

We introduced a targeted Adwords Search Campaign to capture audiences who were actively searching for the Inland Sea of Sounds Festival, and activities in the Bathurst region. Our Adwords Campaign reached audiences outside of the Bathurst Region, with more than 50% of purchases from this channel coming from Sydney.

We also set up and ran YouTube activity for the first time for the Bathurst Council, as a Brand Awareness tactic reaching new audiences.

Our Channels

Facebook Advertising

Google Adwords


Instagram Advertising

The campaign was a huge success, driving over

Increase % of Attendance Year on Year
Clicks To Site
Decrease % of Target CPM

We are an integrated marketing communications agency.

Find Us At

1/97 Rose St, Chippendale NSW 2008 Australia (view in Google Maps)