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.
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.
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.
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.