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

#MadeByVTWO

Read More

Journal

  • 10 Principles for Good Design

    Dieter Rams. His ten principles for good design are revolutionary. Originally penned in the 1970’s, during a time that Dieter thought was “an impenetrable confusion of forms, colours and noises.” They…

    Read More
  • How To Build a Powerful Brand (Part 2)

    In our last article, we explained the four pivotal steps to building a powerful brand. Also known as the Brand Equity Model, the underlying premise behind these steps is simple;…

    Read More
  • How To Build a Powerful Brand (Part 1)

    Over the last couple of articles, we’ve underpinned the importance of brand consistency and dedication to a long-term focus on building your brand. Still stuck as to how to actually…

    Read More
  • 7 Tips To Help You Get The Best From Your Design Team

    Most of us have an understanding of what looks good and bad. We ALL want our business to look great – we want to be seen as professional, cutting edge, and…

    Read More
  • Marketing Myopia

    Now would be an appropriate time to revisit Theodore Levitt’s Marketing Myopia… Marketing Myopia is “a nearsighted focus on selling products and services, rather than seeing the “big picture” of what…

    Read More
  • Why is brand consistency so important?

    A brand is more than a fancy logo, typeface and colour palette. It can encapsulate an entire customer experience and has an impact on the way you feel; even how…

    Read More