Dunedin Fringe Festival 2024

Overview

Dunedin Fringe Festival is the largest open-access arts festival in Te Waipounamu, supporting artists of all backgrounds and disciplines. In 2024, despite some reductions in funding, the festival saw a 49% increase in revenue, a 10% increase in audience numbers, and generated $1.2 million for the local economy.

Marketing Goals

The primary focus was ticket sales, with secondary goals of increasing audience engagement, strengthening artist visibility, and highlighting key communities, including Māori, Pasifika, takatāpui, LGBTQIA+, and emerging artists. Improving accessibility communications was also a priority to ensure events were as inclusive as possible.

Challenges

• Reduced funding from Creative NZ meant that every marketing dollar had to be used with precision.

• A highly competitive festival landscape required Dunedin Fringe to stand out in a crowded market.

• Diverse audience segments ranging from students to older arts patrons meant a need for tailored messaging.

Strategic Approach

1. Prioritising Organic Content – Leveraged strategic social media content and EDMs to drive engagement and ticket sales without overspending on paid advertising.

2. Shifting to Digital Advertising – Moved resources from traditional media (bus backs, radio) to Meta, Google, and YouTube ads, focusing on trackable, high-ROI placements.

3. Brand-Aligned Creative Execution – Ensured all content remained fresh, creative, and true to the Dunedin Fringe voice, building long-term audience trust.

4. Multi-Skilled Execution – As a marketing specialist skilled in copywriting, photography, creative production, video, web design, and graphic design, I was able to execute high-quality marketing materials in-house, reducing costs and maintaining strong brand consistency.

Results

• 49% increase in revenue from ticket sales

• 10% increase in audience numbers (15,230 total attendees)

• $1.2 million generated for the local economy

• 41% increase in artist revenue ($141,715 in ticket income paid to artists)

• Significant growth on Instagram, while Facebook remained the strongest platform for sales

Key Takeaways

By combining organic content, strategic digital advertising, and hands-on creative execution, I maximised impact despite budget constraints. My background in organic marketing, copywriting, photography, and design played a critical role in delivering a high-performing campaign that increased both ticket sales and long-term audience engagement.

Ad created by me.

Our team video was conceptualised by me and Craig Birch-Morunga. Filmed and edited by Craig Birch-Morunga (my incredible marketing intern for 2024).