Socials and web copy that drew in a new generation
I created and marketed arts festival Spark for 2 years. Our goal was to encourage young people who rarely attended the theatre to take part. We wanted to give them a sense of ownership of the space.
We used punchy, direct social messaging across facebook, twitter and instagram to attract a young crowd. We kept this style going throughout website copy and application forms so the user journey was friendly and approachable from start to finish.
We sold out for two years in a row with 80% of the audience being under 30. The in house marketing team stated "the building has never buzzed or had an audience like this before". I was asked to return to train my replacement and consult on how to scale the festival.