Rotorua Lakeside Concert

The Challenge

The Rotorua Lakeside Concert is an annual free outdoor concert showcasing the best of New Zealand talent. It has become one of the most eagerly anticipated events for the Rotorua community each year.

Lakeside 2019 was one of the biggest concerts in its history. Understandably, the trustees wanted to reach an even larger audience leading up to 2020’s event, creating a buzz of excitement and anticipation.

2020 was our sixth year at the helm of Lakeside Concert’s online marketing, and we were keen to take up the challenge of going bigger than ever before.


Our Approach

Our first step was to meet with the Trust and Artistic Director to understand their desired outcomes. While we had promoted many concerts before, each one is different, and comes with its own challenges, goals and target audience. 2020’s concert had a reduced marketing budget, so we recommended they focus on online advertising, as we had seen great success here in the past. Online marketing also allows us to track results and make changes throughout the campaign in order to optimise success, making it more adaptable and measurable than traditional marketing channels.

Dubzz utilised social media engagement, Facebook & Instagram Advertising and Google Display Advertising to achieve Lakeside’s marketing goals. We also updated the Lakeside website to match their 2020 branding, and made sure all relevant information was up to date and easy to locate.
Rotorua Lakeside Concert

The Results

  • Over the course of the campaign, there were nearly 15,000 visits to the Lakeside website, a 60% increase on the previous record total.
  • 86% of survey respondents said they found out about the concert via Facebook. Our Facebook marketing content reached over 5,000 people per day during the campaign, with the official Facebook Event reaching over 56,000 people. We also generated over 1,000 more page followers, and increase of 31%.
  • Google Display Ads provided cost effective ongoing brand awareness, displayed around the web to Lakeside Concert’s target audience. In total, the ads were served 7.5 million times over 2 months.

Testimonial

We have had great success using Dubzz for Rotorua Lakeside Concert’s online marketing over the last six years. This year’s show was bigger than ever before, which was our goal right from the start. We appreciate the informed advice and cost-effective solutions delivered by Rachel & Matt to achieve our objectives. We have seen our social media and website presence grow stronger every year, particularly in 2020, which is what we need as the world moves toward a digital future.

ROTORUA LAKESIDE CONCERT TRUST

The Team

Rachel McRae - Dubzz Digital Marketing


Rachel McRae
Director
Matt Ennor - Dubzz Digital Marketing


Matt Ennor
Online Marketing Consultant

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