Client: Summer on Ice
Industry: Local Government Campaign
Services Provided: Social Media Strategy,
Content Creation, Community Engagement
6,538 tickets sold
(Online sales) 12.4% Above Target Sales
3500%
Increase in Follower Growth
The Challenge.
The Central Coast Council launched Summer on Ice, a brand-new, large-scale festive event bringing ice skating to the Coast for the first time.
We were brought in just weeks before launch with no campaign plan and inconsistent creative direction. The project needed it all: a fast-tracked strategy, unified messaging, strong community engagement, and major ticket sales to justify future investment. We also had to balance the event’s wintry theme with a distinctly Tassie summer vibe – without diluting the brand.
The Solution.
With almost no runway, we developed and outworked a full-funnel digital marketing campaign focused on storytelling, visibility, and connection.
Here’s what we delivered:
– A 4-month social content calendar built from scratch
– Reels, stories, and carousels covering everything from partners to behind-the-scenes
– PR support including coverage via Sea FM and The Advocate
– Launch night content, Santa’s arrival, and crowd engagement activations
– Strategic tone and creative direction to bridge the “summer/ice” brand gap
By focusing on local pride, community magic, and holiday nostalgia, we created a campaign that resonated, and sold out!
The
Results.
352%
Increase in Engagements (Audience Interactions)
144%
Increase in Impressions
2192%
1-second views increase
203k+
Reach growth: Total reach growth over the course of the campaign
PRE-EVENT PROMOTIONAL STRATEGY
To build buzz ahead of Summer on Ice, Fearless Business Collective rolled out a two-phase strategy focused on early engagement and community momentum.
Phase 1: Pre-Launch Teasers
Subtle skating imagery and playful countdowns ran across social media, supported by the launch of the official Facebook event and outreach to local influencers and business owners.
Phase 2: Event Launch & Media Push
We unveiled the campaign at the Central Coast Chamber Awards, followed by:
– Official TVC release
– Statewide paid social ads
– Media interviews with Mayor Cheryl
– Community media launch with behind-the-scenes content
This phased approach built strong visibility and excitement well before opening day.
“This campaign showcased what’s possible when innovation and community spirit come together. It was an honour to help deliver something so special to the place I grew up.”
Amy James, Campaign Strategist, Fearless Business Collective
Tangible business outcomes…
✔ Most sessions sold out, requiring new slots to meet demand
✔ Partners gained high-quality content and visibility
✔ Community feedback was overwhelmingly positive, with locals calling it “fresh,” “exciting,” and “exactly what the region needed”
✔ Council was praised for being bold and creative with summer event programming
✔ Central Coast positioned as a progressive, family-friendly holiday destination
✔ Event success unlocked new conversations around annual event investment and tourism strategy