The Australian Open Festival
"The Urban List was an ideal partner, as we wanted to engage event lovers in a creative and authentic way. The Urban List team shared our enthusiasm, delivering on the playful nature of the Australian Open brand"
– Tanya Trubizio, Marketing Manager, Tennis Australia.
The AO Festival is an event designed to engage a broader audience of ‘non-tennis goers’, specifically Millennials, with the Australian Open. Featuring some of Melbourne’s best food & drink, the festival aims to extend the prestige and reach of the Australian Open on the global events stage.
With an only moderately successful first year in 2016, the AO Festival required a media strategy that would generate mass awareness in the lead up, appealing to millennial Melbournians, as well as driving consistent attendance for the duration of the two-week festival.
The Urban List ran a content-led campaign across site, social and email, with striking and shareable photography at its core. An editorial article launched the campaign, spreading awareness amongst our food-loving readers, and positioning the festival as the go-to event of the season.
The week before the event, The Urban List amped up coverage, distributing a second article using styled photography to maximise reach, and ensuring the creative was targeted to the people most likely to share it. To guarantee consistency in attendance, The Urban List also integrated the event into its weekly ‘What’s On’ content series.
This on-site activity was further amplified through a series of Instagram posts, focused on generating hype, encouraging sharing, and creating customer advocacy.
The Australian Open Festival content captured audiences hungry for information on food, drink, and things to do around Melbourne, successfully driving unparalleled numbers of Melbourne millennials to the event. The campaign exceeded campaign expectations by 340%, achieving these results in less than 6 weeks.