The Fremantle International Street Arts Festival has grown to become Australasia’s largest street performance festival, with top artists from around the world travelling to the port city to showcase their talent. Each Easter long weekend the streets are filled with larger-than-life performers, showcasing a diverse mix of comedy, circus, acrobatics and cabaret.
After a three-year hiatus, the Fremantle International Street Arts Festival returned to the historic streets of the port city in 2023. Detail was engaged to develop a public relations and digital marketing strategy, in order to raise awareness of the festival locally to drive attendance, as well as promote Fremantle more broadly as a unique tourism destination.
Detail worked closely with key arts, lifestyle and news outlets to generate buzz in the lead-up to and during the festival.
Key coverage during this time included placements in The West Australian, STM Magazine, Urban List Perth, Perth Now, So Perth and Perth is OK. Extensive television and radio coverage was also secured, including Channel 7 and Channel 10, ABC and RTR, to further build awareness and in turn visitation across the weekend.
The social media strategy for the Fremantle International Street Arts Festival focused on raising awareness of the diverse and interesting acts on offer. Engaging organic content was shared in the lead-up to the festival, with a paid campaign amplifying the event to a wider audience. The key Call to Action was to drive people to the festival website, where they could view the entire program and start planning their visit to Fremantle.
During the festival, Detail was on the ground to share real-time updates, including each day’s must-see acts and memorable moments.
Over the course of the campaign, there was a 600% uplift in impressions and an 850% uplift in profile actions on the social channels – a fantastic result which reflected the objectives to increase awareness and website traffic in the lead up to the event.