Description:

After four years of cancelations, first due to Covid and then extreme weather events, the BNZ Auckland Lantern Festival returned for the Year of the Dragon and needed a revitalised, exciting new brand to celebrate finally being able to take place again in 2024 (fingers were crossed!), whilst also helping to increase awareness, reengage the existing audience and grow a new audience.
Our strategy was to blend traditional elements of Chinese art and design, such as symmetry and iconography, with modern playful text and a customised illustrative style, to help resonate with the wide ranging target audience (all Aucklanders) and diverse cultural backgrounds of Tāmaki Makaurau Auckland, fostering inclusivity and unity.
The rebrand was an integral part of a wide reaching marketing campaign that ultimately lead to increased attendance—with over 100,000 visitors, it was by far the most attended Auckland cultural festival over the last year. It also saw heightened digital results with 4.8 million impressions and 59k+ engagements, driving positive economic impact ($2.45m overall event attendee spend) and fostering long-term sustainability. Lantern 2024 set the record for the largest reach & impressions for a client cultural festival and also the lowest cost per attendee for digital marketing spend.
The rebranding of the BNZ Auckland Lantern Festival is more than a mere aesthetic upgrade—it's a testament to the festival's enduring legacy and a catalyst for growth, transformation, and inclusivity. By honouring tradition while embracing innovation, the festival stands poised to illuminate hearts and minds for generations to come.