Leading Museums, Museum Leaders

SHMA Winter Wonderlights campaign

Sovereign Hill and littleBIG celebrate the launch of Winter Wonderlights, AdNews, 31 May 2021

Melbourne multi-service marketing agency littleBIG has conceptualised and executed a creative campaign and media strategy for Sovereign Hill‘s hero event, Winter Wonderlights.

In-market since 3 May, the Now We Shine concept and its execution has been designed to attract new, predominantly Melbourne audiences.

The campaign is being promoted across radio, outdoor, digital and social media until mid-July when the event finishes.

The campaign is being promoted across radio, outdoor, digital and social media until mid-July

Winter Wonderlights is a major drawcard to the Ballarat region, traditionally attracting approximately 95,000 visitors over a three to four-week period.

This Winter Wonderlights will run from 26 June 2021 to 18 July 2021.

“The opportunity to work with Sovereign Hill’s main event, Winter Wonderlights is extremely pleasing,” littleBIG director Sally Harley says.

“It was incredibly rewarding to be chosen as the creative and media marketing agency for this well-known event. Our Now We Shine campaign allures new audiences with fresh, inspiring imagery and a messaging strategy that’s vibrant and strategic.”

The campaign comes after Sovereign Hill recently launched its new brand strategy, informed by a 20-year masterplan.

It was recognised that Sovereign Hill can speak strongly to the familiar.

Its challenge is to speak to those who have not visited before or may have visited a long time ago.

Sovereign Hill head of external engagement Mark Hemetsberger says littleBIG’s concept and execution plan is intelligent and thorough.

“We’re excited by littleBIG’s creative, strategic and collaborative approach to our Winter Wonderlights campaign. It’s been in market for two weeks and the response has been extremely positive,” Hemetsberger says,

“We can’t wait to see new visitors experience this unique Christmas in July event, joining the thousands who already love it dearly.”

Council of Australasian Museum Directors c/o Lynley Crosswell, Museums Victoria, GPO Box 666, Melbourne VIC 3001, © CAMD 2023
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