A Blueprint for Multicultural Celebration

Overview

Just Gold has partnered with the Semaphore Greek Festival for over seven years, working with the Port Adelaide Greek Orthodox Community. Over that time the festival has become one of South Australia’s most recognised multicultural events.

Challenge

The festival had strong community foundations. It needed greater visibility, stronger storytelling, more public engagement and recognition from government, without losing its cultural authenticity.

Approach

Delivered using The Ethos Method, Just Gold developed a long term creative and engagement strategy:

• Co designed multi year campaign frameworks with local leaders
• Trained community volunteers in content creation and storytelling
• Produced media ready live coverage, highlight reels and multilingual campaigns
• Developed a government engagement strategy and shared the tools with other multicultural festivals

Deliverables

• Annual creative campaign and digital rollout
• Volunteer training and capacity building
• Multilingual and cross cultural messaging
• Government engagement collateral and knowledge sharing materials

Outcome

The South Australian Government now recognises the Semaphore Greek Festival as a major festival, and it draws over 35,000 attendees each year. Other multicultural communities use the growth model developed with the festival to scale their own celebrations.