Client Profile

The Festival of Sails is the largest regatta in the Southern Hemisphere, attracting more than 3,000 competitors over the Australia Day weekend.

In 2018 the Festival of Sails marked its 175 year anniversary, making it Australia's oldest sporting event. Festival of Sails attracts more than 150,000 people to the Geelong waterfront to enjoy the sailing action, free entertainment and to experience the camaraderie of Royal Geelong Yacht Club. 

For 4 years, the Passionfolk team has enjoyed working with Royal Geelong Yacht Club to deliver the marketing and communication for this iconic event. 

Our Approach

This year's marketing campaign comprised two platforms:

1)  attracting sailors to enter the event, and

2) engaging the general community to participate in the waterfront activities.

The campaign was heavily focused on digital media (website, SEO, digital ads and social media), event signage as well as traditional print advertising in the Geelong Advertiser.

Some examples of the creative developed:

Event Marque

We developed a marque to commemorate the 175th anniversary. This formed the basis of communication, and was deployed across many touchpoints including advertising, merchandise and signage.

We developed a marque to commemorate the 175th anniversary. This formed the basis of communication, and was deployed across many touchpoints including advertising, merchandise and signage.

Awareness campaign

Entertainment campaign

Print advertising

Event photography

Passionfolk also delivered the event's waterfront photography. Pictures by Trav Harries. 

WEBSITE
Click to visit the Festival of Sails website, which we also created.