With an established presence in regional Victoria, Creative Ballarat sought to grow and strengthen Craft Lab as a leading platform for artists and makers and a driver of intrastate visitation. Communications Collective’s challenge was to build awareness beyond Craft Lab’s existing audience to attract greater participation; showcase the depth of talent across the region; and emphasise Craft Lab’s important role supporting artists to learn, develop and experiment with their practice.

To this end, we developed a multi-channel campaign positioning Craft Lab as a leading platform for regional craft, contemporary practice and cultural connection. The campaign combined targeted media relations; thought leadership; arts, craft and design industry promotion; influencer outreach and strategic content to build awareness, drive engagement and position Craft Lab as a must-visit regional arts experience.