MIDSUMMA FESTIVAL

Each year, Midsumma Festival, Australia's premier queer arts and cultural organisation, brings together a diverse mix of LGBTQIA+ artists, performers, communities and audiences. It has established itself as one of the key summer events of the calendar year.

Due to COVID-19, in 2021 the Midsumma Festival ran over new dates from 19 April to 5 May, also establishing an array of new events and viewing platforms that ensured communities were still able to connect, share their stories and celebrate pride whilst adhering to government advice on capacity limits for crowd safety.​​​

In addition to traditional PR, this year iD Collective managed two influencer programs with the initiative to generate further connectivity amongst Midsumma Festival's digital audience. Put Out Your Rainbow and Midsumma House Party saw influencers take to their audience and encourage members of the community to get involved in fabulous Midsumma fun, from the comfort of their homes.​​

By every measure – this year’s event was a resounding success!​

 

CLIENT OBJECTIVES​

  • Raise awareness of the new Midsumma Festival dates whilst still ensuring the Midsumma community stayed connected during unusual covid circumstances​

  • To create hype and excitement around the Misdumma Festival 2021 program.

  • Secure top-tier coverage across Australian publications​

  • Achieve a reach of 21 million and PR Value of $150,000​

    OUTCOMES

  • Upon conclusion of the Midsumma Festival 2021 campaign, iD Collective successfully exceeded campaign KPIs by securing  a total of x380 pieces of coverage, which reached an audience of more than 115 million and a PR Value of $4.8 million.​​