Pair'd Margaret River Region
A brand-new four-day food and wine festival, launched from scratch — and turned into a multi-platform campaign that sold tickets nationally and internationally.
Category: Events · Services: Meta Advertising, Google Advertising, LinkedIn Advertising, Festival Launch Strategy, Conversion Tracking
Results at a glance
Big Head Digital delivered 3–5x purchase ROAS for Pair’d Margaret River Region’s inaugural four-day festival in 2024. Event marketing ran across Meta, Google and LinkedIn in partnership with Milestone Creative on strategy and creative and the Pair’d team.
- Purchase ROAS: 3–5x
- Festival launch: 4 days · inaugural 2024 event
- Channel scope: Meta, Google + LinkedIn
The challenge
As an inaugural event, Pair'd had no historical data, no proven audiences, and a wide mix of ticketed experiences — from large-capacity flagship events down to intimate dinners — all needing to sell simultaneously across intrastate, interstate and international markets.
Our solution
Big Head Digital ran the digital media in close partnership with Milestone Creative (strategy and creative) and the Pair'd team. The campaign moved audiences across Meta, Google and LinkedIn through distinct awareness and conversion phases. Advantage+ campaigns targeting broad Australia-wide audiences outperformed narrower traditional funnels, and messaging shifted to urgency-driven "selling fast, don't miss out" copy in the campaign's final weeks — a shift that meaningfully lifted late conversions.
Strategy
- Test the funnel model, not just the ads — Running Advantage+ against traditional staged funnels side by side showed broad, algorithm-led targeting outperformed manual audience staging for a new event with no warm data.
- Let video carry early awareness — Video creative drove the strongest awareness results, tapping into audiences before any purchase intent existed.
- Create urgency at the right moment — Switching to "selling fast" and sell-out messaging in the final weeks noticeably lifted conversions when the campaign shifted from awareness to close.
- Learn fast for next time — Every channel and campaign type was benchmarked in year one specifically to build a smarter, more efficient model for future seasons.
Results
- Big Head Digital delivered 3–5x purchase ROAS for Pair’d Margaret River Region’s inaugural four-day festival in 2024. Event marketing ran across Meta, Google and LinkedIn in partnership with Milestone Creative on strategy and creative and the Pair’d team.
- Delivered a 3-5x purchase ROAS in the event's first-ever year, with no prior benchmarks to build from
- Reached a broad, multi-state audience with strong video engagement across all platforms
- Identified Advantage+ broad targeting as the strongest-performing structure, directly shaping strategy for future seasons
- Run in partnership with Milestone Creative (strategy, creative) and the Pair'd team
Contact us to grow your bookings
Book a free tourism marketing assessment and we'll show you exactly how to drive more direct bookings.
Contact us to grow your bookings
More Events Results
- Sculpture by the Sea — Driving record attendance and awareness for one of Australia's most iconic outdoor art exhibitions through targeted digital campaigns.
- Cabin Fever Festival — Boosted Margaret River's winter festival to record sales in 2025 — 11x ROAS while cutting ad spend by ~31%.
- Taste Great Southern — Growing a multi-day food and wine festival's reach beyond its home region, one season at a time...