PROMOTING PRIDE AND ENGAGEMENT IN COMMUNITY SPACES

Located at Hobsonville Point in Auckland, and part of Kāinga Ora’s innovative new neighbourhood portfolio, the Didsbury Art Trail is a world-class community amenity featuring larger-than-life public artworks from some of New Zealand’s top artists.

Approximately 5km long, the trail winds its way along coastlines, through parks and beautiful streetscapes, taking in unique heritage sites and urban design features along the way. Part of the Masterplan at Hobsonville Point, The Didsbury Art Trail was designed to engender pride amongst locals and encourage visitors to experience and enjoy all that the area has to offer.

Client

Kāinga Ora

Date

May 2020 - ongoing

Deliverables

Creative and content strategy
Design
Copywriting
Video production
Media planning and buying
Reporting and analytics

ART FOR EVERYONE

In 2020 we worked with Kāinga Ora to produce a full creative brand and communications campaign to promote the inaugural launch of the Didsbury Art Trail. A visually arresting yet accessible brand identity was created to entice art lovers and promote egalitarian participation in this remarkable public arts amenity. All campaign elements including artist videos, an audio tour podcast series and a swag of print and digital advertising were funnelled through to a campaign landing page, which to this day, continues to provide information about the Didsbury Art Trail and promote ongoing community engagement.

Video was a key feature of the creative strategy, with two promotional reels used across social platforms and YouTube pre-rolls. To further support and promote engagement in the Didsbury Art Trail, we also created and produced a series of interview videos with artists and trail founder, Richard Didsbury, where artworks and local design features at Hobsonville Point were discussed and revealed.

MAKING IT COUNT

Campaign impressions and engagement exceeded expectations with great response rates across all channels. Kāinga Ora estimates 2,500 people walked the Didsbury Art Trail over the launch weekend. The landing page, artist videos, information about the artworks, a trail map, coupled with the continued availability of the audio tour podcast, successfully set The Didsbury Art Trail up to be enjoyed by Hobsonville Point locals and visitors for many years to come.

4.7

million impressions

13,396

Engagements

3,456

Event responses

13,366

Website visits

1,284

Conversions

Kāinga Ora Urban Development and Delivery

DIDSBURY ART TRAIL