Marketforce North has continued to grow from strength to strength on the back of some strong creative work and award-winning events and digital projects. Most recently, Northern Territory Major Events Company (NTMEC) took out the Best Achievement in Marketing or Communications and Best Regional Event at the Australian Event Awards & Symposium for Parrtijima – A Festival in Light.
At a time when events across the world were being cancelled due to COVID-19, Parrtjima 2021 was a huge success for NTMEC attracting 15,300 unique visitors and generating a Total Expenditure Stimulus of more than $11.5 million for the Territory economy.
Brannon Heath from Marketforce North, and Head of Creative Josh Edge, flew to Alice Springs/Mparntwe to meet with Arrernte Elders for the planning for Parrtjima 2022. For the agency, it was a fantastic opportunity to workshop key themes and messages from the local Arrernte community.
“It was a pleasure working with the team at NTMEC and being able to bring to life such an innovative campaign. Being able to work with the Aboriginal reference group made up of Arrernte Elders from Alice Springs was something I will never forget,” said Heath.
Parrtjima – A Festival in Light is the only authentic Aboriginal light festival of its kind, and uses the newest technology to share ancient stories in a free public gallery across Alice Springs/Mparntwe.
“We were able to get their views on how they want the campaign to come to life to best represent their culture and stories, which was an amazing opportunity to make sure we got the positioning of Parrtjima right from a national and international perspective. We found that every one of us has a connection to one another, through our lives and our story and our history. We all feel the desire to connect, to know where we came from, and to know our place on Country. Parrtjima is the place to understand your place. You will see in the current creative that we are focussing on the emotions and reactions that people experience whilst they are at the event and viewing the beautiful artwork.”
On top of their work for Parrtjima, Marketforce North were successful at the 2021 National Web Awards, winning both the McFarlane Prize for ‘Site of the Year’ and ‘Best Government Site’ for their work on NTMEC’s website relaunch. Northern Territory Major Events Company Chief Executive Officer Tim Watsford was pleased with the website overhaul.
“We’re the Northern Territory’s largest events company and the front door for the events industry, and we needed a modern fit-for-purpose site to reflect that,” said Watsford. “We host the Territory’s biggest events, and support more than 70 partner events, so it’s important our online presence reflects our world-class events portfolio. The website development was a collaborative process and we were really impressed with Marketforce’s depth of experience, attention to detail and innate understanding of our audience to create a seamless user-experience”.