Northern Territory Major Events Company
Parrtjima – Festival of Light
Northern Territory Major Events Company (NTMEC) delivers and supports significant sporting, cultural and entertainment events in the NT.
NTMEC engaged Access PR to launch the inaugural Parrtjima Festival, a free indigenous festival of light held in Alice Springs over ten nights. With no community or brand recognition to lean on, we were tasked with not only driving attendance to the festival but also building the Parrtjima brand.
We executed a strategic, multi-channelled approach across owned and earned media that celebrated the wealth of stories and striking artworks. We secured and coordinated international media familiarisations with major international publications and developed a social strategy that amplified stories beyond traditional outlets to grow a strong online community of advocates for subsequent years.
In 2018 we continue to work with NTMEC on our third Parrtjima, building on the success of the previous events, engaging with advocates and creating new ones to ensure the Festival of Light remains top of mind among key audiences nationally and abroad.