Independent media agency Atomic 212° has been appointed by the Northern Territory Major Events Company (NTMEC) as the strategic marketing partner for the 2020 Parrtjima A Festival Of Light.
The appointment marks the third time Atomic 212° has worked with the NTMEC to promote Parrtjima, which is the only authentic First Nations festival of its kind in Australia.
The agency’s appointment covers a full-service integrated media offering, including strategy, campaign planning and development, cross-channel media planning and buying, partnerships, content and creative.
Atomic 212°’s work for Parrtjima has been an outstanding success, generating a 35 per cent increase in attendance numbers in 2018 and a further 24 per cent increase for this year’s festival.
The 2020 festival will be held at Alice Springs Desert Park and Todd Mall from 3 to 12 April. It will showcase the oldest continuous cultures on earth through the newest technology, all on a 300-million-year-old natural canvas in the Red Centre. Parrtjima celebrates the ways in which artists can evolve and experiment with different styles and materials, while staying true to the ancient philosophy of connection and country.
Held across two event precincts over 10 nights, the free event will include incredible artwork and light installations, plus a public program of interactive workshops, music, films and talks. Alongside Arrernte art and artists, the festival also features work from across the Central Desert region and associated other parts of the Northern Territory.
Atomic 212°’s appointment to the 2020 Parrtjima account coincides with its marketing campaign for Bruce Munro: Tropical Light, another NTMEC event that is running in Darwin from 1 November 2019 to 30 April 2020.
NTMEC general manager, Tim Watsford, said: “We are very pleased to welcome Atomic 212° back for a third year as our strategic marketing partner for Parrtjima A Festival Of Light and to also work with it as our partner for Bruce Munro: Tropical Light.
“The Atomic 212° team’s constant dedication and willingness to work around the clock has been integral in ensuring the success of Parrtjima A Festival Of Light in 2018 and 2019 and we’re confident that together we can achieve even greater success in 2020.”
Atomic 212° Chairman, Barry O’Brien OAM, said: “We are very proud of the results we’ve achieved for Parrtjima over the past two years and very pleased to extend our close partnership with the NTMEC into 2020.
“Our team, led by Kellie Holt, have done an amazing job for Parrtjima over the past two years. When we started working on Parrtjima, the festival was in its infancy and awareness of the event outside Alice Springs was very low. By working closely with the NTMEC team to create a series of highly-integrated, multi-channel media and marketing campaigns, Kellie and her team have helped turn Parrtjima into a national event, drawing visitors from all over Australia and overseas.”
Bruce Munro: Tropical Light is an outdoor exhibition featuring eight illuminated sculptures across Darwin’s CBD by world-renowned artist Bruce Munro. Atomic 212°’s role includes strategy development, campaign planning and development, cross-channel media planning and buying, partnerships, creative and influencers and employee advocacy.