Celebrating the Chinese New Year in Tāmaki Makaurau Auckland with the annual Lantern Festival.
The Auckland Lantern Festival celebrates the Chinese New Year through a wide variety of programmes, performances, events, and activities across Tāmaki Makaurau in partnership with the region's vibrant Chinese communities.
Responsibilities
The Auckland Lantern Festival sits alongside Pasifika, Diwali and Tāmaki Herenga Waka as part of our homegrown series of cultural festivals which take place right in the heart of Tāmaki Makaurau. The Auckland Lantern Festival is a much loved staple in the annual festival calendar and very popular with the local communities in Auckland.
As with many of our major events in the city Auckland Lantern Festival was subject to disruption caused by the COVID-19 pandemic resulting in a switch to online programming. Our team was tasked with creating rich online experiences to celebrate the Chinese New Year.
To do this we created a standalone microsite to contain our online activities. These included recipes, crafts, music, film and games allowing our audience to participate ‘at home’.
The Auckland Lantern Festival does not maintain a social media presence as guided by the operators of the festival. As such our team focused on targeted social media campaigns through our core ‘Visit Auckland’ channels to reach our target audience.
The latest festival resulted in over 2 million impressions and 16,000 positive engagements with content for a budget of under $10,000. This brand awareness focused campaign employed a variety of creative executions and dynamic advertising to maximise reach potential.