Media Release
1 November 2021
National recognition for Parrtjima – A Festival in Light
The Territory is in the spotlight on the national events stage after Parrtjima 2021 received two awards at the Australian Event Awards. Parrtjima 2021 was awarded Best Regional Event and Best Achievement in Marketing or Communications.
At a time when events across the world were being cancelled due to COVID-19, Parrtjima 2021 was a huge success, generating a Total Expenditure Stimulus of more than $11.5 million for the Territory economy. Almost $10 million of this was new money to the region.
The theme for the Parrtjima 2021 marketing campaign was ‘Be Changed’. The campaign featured Parrtjima artworks projected onto people, to highlight how the festival is an immersive experience that changes those who visit.
Parrtjima is delivered by the Northern Territory Government through Northern Territory Major Events Company and Creative Directors AGB Events. The marketing campaign was developed with Marketforce North. It helped attract 15,300 unique visitors, with thousands travelling to the stunning Red Centre from across Australia specifically to experience Parrtjima.
The Australian Event Awards recognise the very best across the nation’s events industry. Due to COVID-19 restrictions, this year’s awards were held as an online event. Watch the Parrtjima announcements here: here here
Next year Parrtjima will run from 8-17 April 2022. Registrations are open now. Visit wwwparrtjima.com.au to find out more.
Quotes from NT Major Events Company CEO, Tim Watsford:
“Parrtjima is one of the most unique events in Australia, and the benefits it brought to the Alice Springs region were enormous. Hotels were full to the brim and thousands of people were out and about enjoying everything the Red Centre had to offer.
“The visually beautiful marketing campaign was as much of a stand-out as the event itself. To have this creativity recognised by the national industry is fantastic. As the judges noted, a lot of love goes into Parrtjima from all who work on it, and the festival continues to develop and grow year after year.
“We look forward to delivering another unforgettable event next year, and to welcoming people to the heart of the country to experience the magic for themselves.”
Quote from the Australian Event Awards judges:
“Congratulations on a well-executed program and campaign of marketing activity. It’s clear this is a project you have given a lot of love and attention to.
“This celebration of storytelling, art, culture and music is growing year on year and continues to deliver a truly unique event experience. Congratulations!”
