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Launching Aotearoa’s newest art show in only 5 months

Art In The Park

“Double became part of our business, walking us through every stage of the process and ultimately overdelivered on targets by almost 100%. We couldn't be happier with the outcome.”
Sofija Matich,
Director & Co-Owner
Return on investment
from ticket & art sales.
Increase in ticket sales
against original target of 5k.
Increase in revenue
against original target.
About the Company
Art In The Park is Aotearoa's newest art show, hosted at the iconic Eden Park. Across the weekend we showcased over 2000 artworks from 100+ of NZ’s top artists. For its inaugural year, Art In The Park needed a team that could take ownership of all digital activity and deliver on ambitious targets.
Project brief
  • Lead digital strategy
  • Generate mass awareness within Auckland
  • Sell 5000 ticket sales for the weekend
What we did
  • Digital Strategy
  • Website Design & Build via Webflow
  • Ads Management
  • Content Production
  • Ecommerce
  • CRM

Our Approach

New Zealand’s art shows typically rely on traditional advertising and existing audience lists for sales but we knew this was an expensive and dated approach. Art In The Park wanted to challenge this with a digital approach that heroed the art, the venue and was accessible to all.

Our team created a mobile and video-first digital strategy that seamlessly blended performance advertising with industry-leading creative to achieve unheard-of returns on investment. Double took ownership of all digital activity, from brand identity and new website to shooting ad content and managing all media spend. As always, everything had a foundation of solid tracking and analytics.

Creative Lead Performance Advertising

An event of beautiful art should have beautiful advertising, but with this as the first year we had no content. We recreated the look and feel of the show in a local gallery to create shot for purpose content. The results were stunning images that we used across the website, social ads and were featured on Stuff and the NZ Herald.

This creative was used in conjunction with thumb-stopping, animated ads on social to drive sharing of the event. With over 30 unique video and photo ads our behaviour-based ads funnel worked to drive ticket sales and engagement.

Mobile-first Lead Generation

We discovered that 80% of users would find out about Art In The Park through mobile ads. Knowing traffic would come through mobile first, we designed an experience using mobile best practices. This leaned into a sleak design across mobile and desktop.


Art in the Park 2021

Come and join our next 2022 Art in the Park event