The 2014 website included new functionality
and a refreshed design. Visitation grew to
195,783 unique visitors, up 18% on 2013.
Total visits were 295,644, up 11% on 2013.
SOCIAL MEDIA
Strong growth was enjoyed across all of the
Festival’s social media channels – Facebook
(116% growth to 30,202 likes), Twitter (47%
growth to 34,930 followers) and Instagram
(3,060 followers).
The Festival’s videos were viewed on
YouTube 22,609 times and on Facebook
30,692 times.
DIGITAL COMMUNICATIONS
Over 500,000 emails were sent during
the 2014 campaign period, with eNews
subscribers climbing to 31,000. eNews
remained the most effective mode of
collecting clicks through to content on the
website, surpassing paid advertising. The
overall open rate was up 5.7%.
PUBLICITY
The marketing strategy was supported
by a vigorous publicity campaign which
generated more than $20 million worth of
value across 2,000+ articles and interviews
in newspapers, magazines, TV, radio and
online platforms.
KORMAC’S BIG BAND | PHOTO: DAVID HARRIS
DIGITAL CAMPAIGN
WEBSITE
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