Doubled Revenue and increased Attendance 83% for NZDW

New Zealand Design Week (NZDW) is the nation’s premier festival celebrating the intersection of architecture, branding, and innovation. For the 2026 circuit, NZDW partnered with Squid Group to evolve into a high-demand, digitally-driven cultural powerhouse.

By taking the helm of NZDW’s digital identity and advertising strategy, we transitioned the event into a conversion-led model that delivered record-breaking commercial success in our first year of implementation.

The Challenge

Despite being a staple in the creative community, NZDW sought to expand its reach beyond a niche audience and increase the commercial value of its flagship events. The goal was to convert "design-curious" enthusiasts into committed ticket holders while increasing the attendance overlap between different session types.

The Strategy

Squid Group implemented a full-funnel digital media strategy focused on high-intent conversion and visual storytelling:

  • Multi-Channel Advertising: We managed and optimized all digital media across Google, Facebook, and TikTok to capture both active searchers and social scrollers.

  • Dynamic Short-Form Video: Our team provided specialized video editing for Reels and quick video edits, transforming raw event concepts into high-energy assets that drove engagement.

  • On-Site Creative Documentation: To fuel real-time social proof and future marketing, our photographer, Paige Fensom, captured the high-aesthetic atmosphere of the event, from the Shed 10 activations to the Ladies Lunch.

The Results

Our data-driven approach led to a transformative "uplift" across the entire 2026 programme:

  • 100% Revenue Increase: We successfully doubled ticketing revenue compared to the previous year.

  • Massive Audience Expansion: We drove a 70% growth in total registrations and ticketholders.

  • Increased Attendance Frequency: The number of individuals attending grew by 83% (from 1,203 in 2025 to 2,199 in 2026).

  • Deepened Engagement: The attendance overlap between the Design Conference and Design Day Pro jumped from 8% to 20%, proving that our strategy effectively communicated the value of the full programme.

  • Community Growth: Free partner events saw a significant surge, nearly doubling from 654 registrations in 2025 to 1,322 in 2026.

Through a blend of strategic ad placement and high-quality content production, Squid Group has set a new benchmark for New Zealand Design Week as it prepares to "Restore + Reimagine" for 2027.