With a drive to serve the economic development of regional Victoria, Neonormal worked alongside business and tourism bodies, local government, festival organisers and bushfire recovery campaigners Empty Esky, to shine a light on the lakeside town of Metung and the East Gippsland region.

The inaugural East Gippsland Winter Festival (EGWF) was the first of its kind in the state, with over 80 events across three weeks, it’s designed to celebrate renewal and resilience after the devastation of years of drought, the black summer bushfires and impacts of the pandemic.

Metung was transformed into a winter wonderland of Fire & Ice experiences for the biggest event the community has seen in a decade.

Onsite action delivered high energy excitement in spades. The hero entertainment of a live ice carving spectacle was juxtaposed by a fire twirling performance and a variety of local trader activations.

The lead up marketing campaign and social media strategy delivered an organic reach of 153k+ driving engagement with picturesque activations that provided onsite content capture opportunities to support ongoing promotion and future events.

In collaboration with the local community, Neonormal planned and delivered a drawcard microfestival experience generating interest from across the nation and state to East Gippsland, through stakeholder consultation, experience design, marketing and communication strategy across social media platforms and onsite support.