Client Results / Sports & Events / Auckland Council Case Study
From data to buzz: Growing event attendance
Project Type
Event marketing strategy
Client
Auckland Council
The Challenge
Auckland Council wants to deliver well-attended events that appeal to a wide range of Aucklanders. They came to us to understand the interest and engagement levels of existing and potential event-goers.
They needed clarity on who to focus on, how to communicate effectively, and how the right partnerships could boost event attendance and enjoyment.
The Solution
We focused on the people who matter most: the 1.6M+ “interested event goers”. These are Aucklanders who are engaged, motivated, and receptive – far easier to reach and convert than casual or non-attendees. Honoco identified three ways to maximise impact:
Double down on engagement
Target the audiences most likely to attend, rather than spreading effort too thin.
Tailor communications
Match event promotion to social media preferences, personal values, and logistics. For example, spotlight artists or causes that resonate with audiences, and make attending easier with clear transport and parking information.
Partner authentically
Effective partnerships create buzz before an event, support attendees during it, and keep the experience alive afterward. We used case studies and workshop insights to show how partners can align with audience motivations at every stage.
The Outcome
Council staff now have a clear, practical guide for growing engagement and attendance. Their teams can now invest time, energy, and partnerships where they’ll have the greatest impact, helping Aucklanders feel more connected, excited, and inspired to attend local events.
We delivered:
Segmentation and profiles of the most engaged event-goers, including motivations and preferred channels
Guidance on tailoring messaging, social content, and event logistics to these audiences
Recommendations for authentic partnerships that enhance experience, build hype, and maintain momentum post-event