Introduction
Today's libraries are more than just places to borrow books; they're buzzing community classrooms. LibrariesSA sought a playful idea that would challenge outdated assumptions, draw new audiences inside and reaffirm libraries’ societal value as places for all who seek.
Tapping the network potential.
Libraries across South Australia were already hosting their own calendars of exciting events, classes and clubs. But they were rarely reaching anyone beyond the handful of local regulars. We saw an opportunity to leverage this grassroots spirit and pool a state's worth of eclectic events into one PR-able festival program.
Celebrating beginnership.
The result was Firstival, a July-long ‘festival of firsts’ inviting South Australians of all ages to try something new at one of 133 libraries. With hundreds of events ranging from brewing your first craft beer to solving your first escape room, Firstival successfully showcased the surprising breadth of learning libraries offer.
The power of collaboration.
In addition to hero campaign collateral, we tapped into the considerable combined networks of 100+ participating libraries and councils. We created a suite of customisable templates for libraries to use to promote their own events on their own channels, as well as printed programs distributed across cafes, stores, clubs and community venues. Combined with PR that earned pick-up in every major publication, Firstival's first year successfully drove a 23% increase in new member registrations, with one in five attendees being non-members.