Report to the Community 2014 - Page 25

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 25