DIDSBURY ART TRAIL

About

The Didsbury Art Trail is an art walk in Hobsonville Point featuring larger-than-life public artworks from some of New Zealand’s top artists. This approximately 5km walk winds its way along picturesque coastline and through parks and beautiful streetscapes, taking in unique heritage sites and urban design features along the way. The Didsbury Art Trail is named after Richard Didsbury, a Director of HLC (now part of Kāinga Ora) who was instrumental in the development of Hobsonville Point.

The Brief

As part of the development of Hobsonville Point, Kāinga Ora is creating a real sense of place for the community. To this end, significant investment has gone into public sculpture and the restoration of historic buildings and sites around the area.

The Didsbury Art Trail was created to engender pride amongst locals and encourage visitors to experience Hobsonville Point and enjoy everything the area has to offer. Lion’s Share worked with Kāinga Ora to create a full brand and communications campaign to promote the trail and bring a crowd of keen walkers and art appreciators to the official launch weekend on the 7th and 8th of March, 2020. Kāinga Ora also wanted a range of collateral which would continue to promote the trail into the future.

 

Strategy

We created a visually arresting brand identity featuring the artworks to entice art lovers, which was used across print, radio and digital media specifically targeted to our key demographic. Collateral led through to our Didsbury campaign site, which provided further information about the launch event and gave broader appeal and relevant information to encourage Aucklanders to come and check out the trail.

 

Video was also a key feature of the marketing mix, with two promotional videos used across our social platforms and YouTube pre rolls. We also created 13 interview videos with artists and Richard Didsbury discussing the artwork and local features, which we used to promote the event and the trail into the future.

 

For the launch of the trail, and as an ongoing resource, we also created a 13 episode Didsbury Trail Audio Tour Podcast designed to let art lovers hear from the artists themselves about their work and encourage more people to complete the trail moving forward.

Core campaign elements: promo and artist videos, podcast series, event landing page, evergreen landing page, press advert, animated banner ads, Facebook event page, social adverts and posts, Outbrain adverts, EDMs, Neighbourly adverts, wayfinding signage and trail/event activity map.

The Outcome

Impressions and engagement exceeded expectations with great response rates across all channels, including:

  • 4,709,426 million ad impressions delivered in total
  • 13,396 total ad engagements (clicks, likes, shares and comments)
  • 3,456 Facebook event responses
  • 13,366 landing page visits in total
  • 1,284 Landing page conversions (702 map downloads, 78 podcast provider click throughs, 504 clicks throughs to trail page, 321 clicks to Facebook event page)

Kāinga Ora estimates 2,500 people walked the Didsbury Art Trail over the launch weekend. With the creation of the new website, which houses artist interview videos, the trail map and information about the artwork, coupled with the continued availability of the audio tour podcast, the campaign has set the trail up to be enjoyed by Hobsonville Point locals and visitors for years to come.

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