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Marketers jubilant over Christmas festival metrics

05 Feb 2015

Marketers jubilant over Christmas festival metrics Image

Destination Docklands Jubilation Festival attracted around 15,600 people to Docklands in December and took a $100,000 chunk out of the marketing company’s budget.

The three-day festival ran from December 12 to December 14 and aimed to celebrate the festive season while raising money and awareness for the Country Fire Authority (CFA).

“We know from previous Docklands market research studies that those who visit Docklands, and understand the servicescape it provides, have a much more positive perception of the area than those who do not visit, which is why it is a key objective of all of our events to drive visitation to Docklands,” Ms Jensen said.

“The cost to Destination Docklands to deliver Jubilation before contra and sponsorship arrangements was approximately $100,000.”

Ms Jensen said City of Melbourne’s pedestrian counting system tracked more than 30,000 people during Jubilation event hours.

She said this was nearly 20,000 more than the recorded average at the site and equated to a 159 per cent increase in visitation across the three-day event.

However, Docklands News’s analysis of the pedestrian figures from the NewQuay and Victoria Point monitors indicate a total event attendance of 15,649.

Our figure was calculated by determining the margin between the pedestrian figures during the event hours and the average pedestrian traffic at the same times in the previous four weeks.

The event included youth displays from the CFA, vintage fire trucks from the fire museum, brand new CFA fire trucks, light installations, floating lanterns, food trucks, Christmas markets and visits from Santa.

The Jubilation stage near Victoria Promenade featured performances by The Bamboos, Alex & Andy, CFA band The Red Austins, Kayla Dwyer and Captain Koala.

“We’re thrilled with the success of our first-ever Jubilation Christmas Festival,” Ms Jensen said. “And to be able to help the CFA as well is just icing on the cake.”

“We’re proud to have been able to support our volunteer CFA fire fighters and to showcase Christmas at Docklands with a fun, free event.”

“At the same time, it was a chance to remind the pubic about important fire safety messages to promote awareness in the lead-up to the holiday season.”

The Jubilation festival also included a best-dressed Docklands shop window and office space competition.

Suz Salon and The Sebel Docklands were announced as the winners of the competition and were each presented with a $2000 Atlantic Group catering voucher.

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