Surfers Paradise Festival 2012
Surfers Paradise Alliance
- _Brand platform / positioning strategy
- _Outdoor Advertising
- _Direct Mail
Engaging interest and building a youthful, enticing brand position
The Surfers Paradise Festival is the Gold Coast's largest community festival spanning almost three-weeks and attracting upwards of 90,000 attendees. The free event showcases music, entertainment, arts and food and includes a varied range of events including beach concerts, the Australian Street Entertainment Championships, the One Way Street Party, A La Carte in the Park, as well as Skate Decksabition 3, Short Films in Paradise and more.
The brand must positively engage community interest, encourage heightened brand recall and remain as the event identifier for years to follow. In addition the brand must assist with the repositioning of Surfers Paradise as family friendly, whilst continuing its appeal to their core youth market.
STRATEGY / SOLUTION
The new brand has wide appeal and introduces an icon, which is symbolic of the natural and man-made characteristics of the precinct: Beach, Sun, Streets & Parks. Design elements have been developed for each region of the precinct and allows for the location of events as well as the festival's entertainment offerings to be effectively communicated to the market.