When performance restrictions eased after COVID-19 shuttered performance venues across Australia in 2020, independent live music icon The Tivoli launched the aptly named Open Season – the first in-house festival in the venue’s 100-year history.
Aruga was engaged to develop and implement a strategic integrated PR, marketing and social media campaign that showcased the inaugural Open Season program.
With a pandemic-impacted marketing budget, we developed a winning multichannel approach that exceeded expectations, achieving 91% of sellable capacity and an ROI of 2,616% across the two-month festival.
social media impressions
first-time visitors to website
return on marketing spend
Working responsively with The Tivoli team to create, implement and optimise ads in real-time in response to ticket sales.
Recognising the winning ROI on social media advertising, Aruga pivoted our approach to reallocate resourcing from PR to additional paid social media.