ATEED enlists indie agency Federation to develop vibrant branding for Elemental AKL festival

Auckland Tourism Events and Economic Development (ATEED) has launched a vibrant, post-lockdown festival campaign to celebrate Auckland’s culture and cuisine via NZ-owned independent integrated agency Federation.

Elemental AKL makes a much heralded and welcome return to the region in October. The festival brings together an eclectic series of events that will see hospitality hot spots, theatres, and public spaces across Tāmaki Makaurau transformed for the month-long celebration.

ATEED partnered with Federation to develop a stand-out brand identity, e-commerce website and multi-media campaign. Bringing to life the theme of ‘Arts + Eats + Beats’, the work will deliver event awareness and ticket sales via a comprehensive and highly targeted mix of outdoor, ambient, press, video, digital and social – all driving to an online hub of festival events, visitation planning tools and tips.

Says Steve Armitage, general manager destination, ATEED: “We’re really looking forward to seeing Elemental AKL festival come to life this year and it’s great to see Aucklanders throwing their support behind the events.
This festival is more important than ever this year, encouraging locals and visitors to experience the rich and diverse culture and cuisine of Tāmaki Makaurau and giving a much-needed boost to our events, entertainment, hospitality and arts sectors.

“We needed our branding this year to shout louder than ever before. We’re thrilled with the energy and vision of the campaign and have already seen some of the ticketed events selling out.”

Says Olly Boden, managing partner, Federation: “It’s a privilege to assist ATEED with a campaign that contributes so significantly to Auckland’s economy and business recovery. Impact and effectiveness have been key drivers to our approach.”

Elemental AKL runs throughout the month of October.

Full programme is available at elementalfestival.co.nz.