B A C K G R O U N D

Australia’s Equine Spectacular!

Held biannually, Equitana Australia delivers four, busy days of entertainment for equine enthusiasts. From the 15th to the 18th of November, the Melbourne Showgrounds is transformed to cater for the needs of over 30,000 people who enter the gates, all with varying interests, behaviours and attitudes towards the event. The event’s lifespan is a testament to its ability to create an experience that resonates with those attending. Currently, in its 20th year, the event continues to produce a range of entertainment, food and shopping options. Now operating in a very different landscape than in its former years, Equitana identified the need to change the way it reached its audience.

S O L U T I O N

Harnessing strategy and design that yield business-driven results.

VTWO was engaged to provide paid media strategy and design that operated in unison and provided a consistent and pleasing user experience overall. The design creative utilised the current colour palette and styling, while employing specific colours for key event announcements, allowing users to differentiate between types of posts. In-event, VTWO were on the ground to simultaneously capture video and photo content that both kept fans updated via Facebook and Instagram and could also be used for future social use.

R E S U L T S

No horsing around.

Our paid media strategy was delivered to over 15.2 million people and resulted in 245,000 + engagements. How this contributed to the overarching objective of ticket sales was palpable. Even in its mature phase, Equitana sold a record number of tickets that translated to more than 35,000 people through the gates throughout the event. Overall, Equitana 2018 was a massive success through strategic direction and eye-catching content in an ever-changing digital environment.

E V E N T  C O V E R A G E
On-Site Event Coverage
Media Management

C O N T E N T  C R E A T I O N
Graphic Design
Photography
Film & Video
Photo & Video Editing
Social Posting

R E P O R T I N G  &  M E T R I C S
Performance
Engagement
Geographic
Demographic
Behavioural

P A I D  M E D I A
Paid Media Strategy
Advertising Content Creation
Targeting Optimisation
Paid Media Execution

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