The Challenge
I am fortunate to work with Big Dog Comedy for the fourth consecutive year on the Newcastle Comedy Festival 2023. Over the course of four weeks, talented comedians from across Australia will converge on the city to showcase the most exciting and amusing comedy lineup of the year. Our goal this year was to refresh the brand and revamp the website with a bold and vibrant colour scheme, as well as incorporate engaging animations.
The Strategy
To distinguish this year’s festival from the previous ones, we needed a new and enjoyable colour palette as the logo changes every year. To achieve this, we researched colour psychology and experimented with various shades of each colour until we landed on a palette that not only showcased the diversity of the lineup but also captured the modernity of the festival. We then incorporated this palette into graphical elements and animations that would serve as a theme throughout all campaign elements.
The Results
During the previous reporting period, the Newcastle Comedy Festival website experienced positive developments in user engagement. Firstly, there was a 5.80% increase in new users, which is a promising sign that the outreach and marketing strategies are effective. Secondly, the total number of sessions increased by 6.49%, indicating that users are spending more time on the website and engaging with the content. Lastly, there was a significant decrease in the bounce rate by -4.58%, which suggests that users find the website more engaging and are more likely to explore further. These improvements are encouraging and indicate that the website is heading in the right direction towards greater user engagement and growth, particularly during the festival period.
