Adelaide Hills Council | Discover Play Bikeway

Attracting a crowd to Adelaide Hills Council’s unique Fringe event

Sector: Arts and Entertainment, Events & Tourism, Government
  • Content Creation
  • Digital and Social Media
  • Public Relations
Share on social media
icon-facebook_1

The Challenge

Festival of the Hills was a series of free, family events run by the Adelaide Hills Council as part of the Adelaide Fringe.

The Discover, Play, Bikeway! event saw the first-ever activation of the 15km Amy Gillett Bikeway, with a range of pop-up food, music, art and performances along the bikeway. Festival goers could choose to experience some or all of the pop-ups by foot or by bike.

As a non-ticketed event, Council had no way of tracking registrations or the public’s intentions to attend. communikate et al’s support was sought to help ensure the event was well publicised and marketed to encourage attendance.

Our Approach

A comprehensive publicity, influencer marketing, social media and content creation campaign was devised to promote the event both in the lead up and on the day.

This included:

  • Pitching tailored story angles to media outlets/journalists that have an interest in the Hills and/or festivals and events
  • Engaging with social media influencers that align with the Adelaide Hills Council brand to create content for their own channels that was authentic and endorsed the event
  • A social media ‘take over’ where communikate et al attended the event and ran Council’s social media accounts, posting photos and videos to Facebook and Instagram as things were happening on the ground
  • Camera and drone filming of the pop-ups along the bikeway, to edit into a high-quality video that can be used post-event and to promote next year’s event

The Outcome

Our integrated approach to supporting the event garnered the following outcomes:

  • Media coverage across The Advertiser, ABC Radio Adelaide, 5MU/Power FM, Glam Adelaide, Kiddo Mag, Play & Go, and Kids in Adelaide, reaching hundreds of thousands of readers/listeners
  • More than 530 likes, comments and shares on Facebook and Instagram posts from the social media ‘takeover’
  • Two feed posts and five stories on Instagram by influencers with a combined audience of 37,000 followers
  • A 60-second video shared via social media and the Council’s website, to highlight the events success, which can be easily re-edited as a promotional video for the 2022 event

After the event format’s success, Council decided to run it again in 2022.

Jennifer Blake, Adelaide Hills Council’s Communications, Engagement and Events Manager, said “we were really happy with the event and the work communikate et al did for us. Henry and his team were brilliant on Sunday and Ben has smashed out some good PR results. The influencer campaign also worked well.”

Social Media posts designed by communikate et al sitting in phone screens
Influencer posts for the Adelaide Hills Fringe Event displayed in phone screens

Let’s talk

Get in touch about how we can work together to support your business goals.

Contact us
View more projects

What our clients have to say

Working with the talented team at communikate we have the very best communication, marketing, design and digital expertise and resources at hand. Our brand is now integrated and seamless across everything we do.

Kristen​ Pellew
Head of Stakeholder Engagement, Australian Gas Infrastructure Group

communikate et al has been our trusted partner for strategic communications and advice over a number of years. The team is always responsive and reliable, and the quality of work is first rate.

Anita Harvey
Head of Brand & Marketing, Fullerton Health Australia

We turned to communikate et al to rename and rebrand our organisation following a change in ownership. Within a tight timeframe, the team got up to speed quickly and delivered on a brand strategy that set the foundation for the new identity. From an interim website, corporate signage and collateral, merchandise, uniforms, property signage and our rollingstock, communikate were strategic, creative and responsive, and became a genuine part of our team during the transition period. We’re proud of our new brand, which is bold, confident and successfully reflects who we are today and will serve us well into the future.

Natasha Jensen
Director Commercial & Communications

communikate were initially engaged to assist in rebranding and marketing. I was most impressed with the way they listened, interpreted our ideas and turned them into something the whole community took pride in…. Their strategy helped us to achieve strong enrolment numbers… I would highly recommend them if you are looking for a professional, innovative, talented and highly relational marketing (and more) agency.

Peter Daw
Former Principal, Mercedes College

Could not be happier with the team at communikate et al. They understand us, and that is reflected in the brand assets they crafted for our business. The positive feedback has been overwhelming.

James Kennett
Executive Director, Kennett Builders

communikate et al understood our uniquely commercial and political landscape to quickly become a valued member of our team. They’ve supported our major events and activations with great results… and navigated and mitigated risk when needed. Put simply, they’re responsive, supportive and just as invested in Rundle Mall’s success as we are.

Johanna Williams
Former General Manager, Rundle Mall

communikate delivered a significant and memorable milestone in the 108-year old story of Kennett which is no easy task! The entire branding process was robust, enjoyable, thorough and could not have been executed by a more practical, engaging and selfless team than the one at communikate et al. My favourite part however was that at no time did they ever talk a big game, it was just all actions.

James Kennett
Executive Director of Corporate & Strategy

We have been hugely impressed with the way communikate et al have immersed themselves in learning our brand and respecting our approach. It felt like they just ‘got us’ from the start! It has been such a pleasure working with their professional, smart and dynamic team.

Jocelyn Marsland
Manager – Communications and Marketing, Emerging Minds: National Workforce Centre for Child Mental Health

Working with the talented team at communikate we have the very best communication, marketing, design and digital expertise and resources at hand. Our brand is now integrated and seamless across everything we do.

Kristen Pellew
Executive General Manager Customer and Community

We love the Daily Moves branding that communikate et al created. It is friendly, flexible for different applications, and our marketing collateral stands out from the rest. We have received a lot of compliments from participants and stakeholders who love it just as much as we do.

Alyssa Hill
Daily Moves Program Coordinator, City of Unley