City of Joensuu: Event Calendar
Background
The event calendar maintained by the City of Joensuu brings together all events held in the city and its surrounding areas, making them easily accessible to the public. The city is full of interesting and inspiring events with the help of the calendar, the full potential audience can find them.
At the same time, the event calendar offers organizers a way to gain completely free visibility for their work.
The event calendar reinforces the image of Joensuu as an active and vibrant city where events are held and attended.
Results
~2.4 million
Impressions for the entire campaign
18.7k
Users directed to the website via ads
€0.15
Average cost per click
Objective
The goal of the campaign was to raise awareness among people in the Joensuu region about the city’s event calendar, especially highlighting events in the surrounding areas (Kiihtelysvaara, Tuupovaara, Eno, Pyhäselkä), and bring them visibility. Another goal was to encourage event organizers throughout the region to submit their own events to the calendar.
Solution
We executed a light, multichannel digital marketing campaign in November–December 2022, concluding with the New Year. The campaign aimed to drive traffic to the event calendar and build its audience using remarketing strategies.
The target audience included people of all ages in Joensuu and the surrounding region. As part of the advertising efforts, the most effective digital marketing audience segments were also refined to support the promotion of events in 2023.
