Art in the Park
Launching Aotearoa's Newest Art Show in Just 5 Months
Art in the Park is an incredible art fair that showcases New Zealand’s most exciting emerging and established artists.
The challenge was to promote and showcase an Art show that was in its inaugural year. With no content for web or ads we staged a shoot at an existing art gallery to gather content for the campaign and built an entire series of ads showcasing the wide range of art to be sold at the event.
The result? A sell-out show with lines half way around the stadium, an extatic client, doubling capacity for the next year and a series of spin-off shows planned for the coming year.
SERVICES
- Digital Strategy
- Ad Production
- Website Design & Build
- Post Show E-commerce
- Ads Management
- Performance Analytics
TEAM
Reuben
Job Description
Hattie
Job Description
Gareth
Job Description
Results
22X
Return on ad spend from ticket & art sales
180%
Tickets sold over target against original target of 5k
97%
Increase in revenue against original target
Sofija Matich, Co-founder of Art in the Park
"Working with Double was an absolute pleasure from start to finish! The team now feel like family and a real extension of our business. The work they did literally doubled our expectations (they really do live up to their name!!), with people saying "You'd have to be living under a rock not to have heard about Art in the Park!" They are an incredibly knowledgeable and talented team. I couldn't recommend them enough."
- Lead digital strategy
- Maximise profitability and awareness within Auckland
- Try to sell 5,000 ticket for this first ever event
Website Rebuild
Present anywhere. Anytime.
Mobile-First Lead Generation & UI/UX Design Direction
Art In The Park aimed to move beyond traditional, expensive advertising by embracing a digital-first strategy. We developed a mobile and video-focused approach that highlighted the art and venue, blending performance advertising with creative design for exceptional returns.
Our team crafted a cohesive brand identity and a premium, artsy website to showcase New Zealand’s top artists and convert visitors into ticket buyers. By streamlining the ticket purchase process and creating a sense of urgency, we ensured the entire digital strategy—from brand identity to ad content—was both effective and innovative.
Event Videography + Photography Production
We were also tasked with covering the event and creating content for next years campaign. It was a sell out crowd and an amazing display of New Zealand’s finest artists.
Valuable Learnings
A major goal of this project was to create an advertising and sales strategy that could be reused across future shows. Uncovering key learnings across ads, pricing, targeting, urgency, art preferences, and core messaging were all critical to maximising profitability for this first event, but for confidently forecasting the success of our future shows.
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