Taste Great Southern
Growing a multi-day food and wine festival's reach beyond its home region, one season at a time...
Category: Events · Services: Meta Advertising, TikTok Advertising, Google Advertising, Campaign Management & Tracking, Audience Strategy, Budget Optimisation
Results at a glance
Big Head Digital’s event marketing for Taste Great Southern coordinated Meta, TikTok and Google campaigns across dozens of ticketed experiences. Delivered with AHOY Events since 2024, the work grew out-of-region attendance across consecutive seasons and redirected spend to events needing ticket sales.
- Channels: 3: Meta, TikTok + Google
- Event portfolio: Dozens of ticketed experiences
- Attendance: Out-of-region growth across seasons
The challenge
This multi-day food and wine festival needed to grow attendance from outside its home region — locals already knew about the event, so the real opportunity was reaching new travellers in Perth and the South West. With dozens of individual ticketed experiences live at once, from large festival markets to small masterclasses, the campaign also needed to flex spend across very different capacities and price points.
Our solution
Big Head Digital ran a multi-channel campaign across Meta, TikTok and Google, deliberately prioritising out-of-region audiences to grow the festival's reach beyond locals who already knew it. Advantage+ campaigns were seeded using warm audiences from other successful festivals in the same portfolio, while a mix of individual event ads and catalogue-style ads let budget flow toward whichever experiences needed a push. This work was delivered in partnership with AHOY Events.
Strategy
- Target where the growth is — Campaigns deliberately prioritised out-of-region audiences in Perth and the South West, since locals already knew the event — putting spend where new growth was actually possible.
- Seed cold audiences with warm data — Advantage+ campaigns were seeded using audiences from other successful festivals in the same portfolio, giving new-audience campaigns a warmer starting point.
- Rotate spend toward what needs it most — With dozens of individual ticketed experiences live at once, budget was continually reallocated toward events lagging on ticket sales, while pulling back on anything already selling through.
- Test channels beyond the obvious — Meta carried the core load, but TikTok and Google were tested specifically for awareness and reach among younger, out-of-region audiences.
Results
- Big Head Digital’s event marketing for Taste Great Southern coordinated Meta, TikTok and Google campaigns across dozens of ticketed experiences. Delivered with AHOY Events since 2024, the work grew out-of-region attendance across consecutive seasons and redirected spend to events needing ticket sales.
- Grew attendance from outside the festival's home region season after season
- Client requested additional budget mid-campaign in consecutive seasons, a strong signal of confidence in results
- Managed ticket sales across dozens of individual events simultaneously, reallocating spend to underselling experiences in real time
- Built and tested a genuine multi-channel strategy (Meta, TikTok, Google) rather than relying on a single platform
- Delivered in partnership with AHOY Events
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