Night Light 2023- 2026
Night Light is Western Canada's largest free outdoor projection mapping festival, transforming Calgary's Victoria Park into an immersive public art experience. The annual three-day festival showcases local, national, and international artists through large-scale projections, interactive installations, and live performances while attracting tens of thousands of visitors to Calgary's downtown core.
About Night Light
Goal for Event
Drive attendance, increase public awareness, and position Night Light as one of Calgary's premier cultural events
Event Challenge
Build awareness and attendance for a free, three-night public art festival while attracting high-quality artist applications, strengthening sponsor visibility, and positioning Night Light as one of Calgary's premier cultural events.
My Role
As Marketing & Communications Manager, I lead the festival's year-round communications strategy, overseeing artist recruitment, digital marketing, media relations, content creation, sponsorship visibility, website management, and public communications from campaign launch through event delivery.
Responsibilities
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Develop annual marketing and communications strategies.
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Manage the festival website, social media, newsletters, and digital advertising.
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Lead artist recruitment communications and application campaigns.
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Coordinate communications with artists, sponsors, media, vendors, and production teams.
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Produce photography, videography, copywriting, and promotional assets.
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Track campaign performance and prepare post-event reporting.
Deliverables
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Marketing strategies for venues, festival partners and sponsors, creating +100 marketing materials for each campaign.
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Research markets and identify our target audience
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Annual communications strategy
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Artist recruitment campaign
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Festival website management
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Email marketing campaigns
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Social media strategy
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Photography & videography for external sharing
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Sponsor recognition materials
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Print advertising
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Event signage & wayfinding
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Maps & visitor guides
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Daily event coverage
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Post-event reporting
Key Achivements
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Increased festival attendance from 20,000 to 65,000+ in three years.
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Grew artist applications from 49 to 100, the average for a western festival of this type of 15-20 applications, most festivals has low reach and resort to curation rather than artists applying.
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Managed communications for 40+ presenting artists annually.
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Increased Instagram reach 48% year over year.
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Through strategic communications, digital marketing, artist outreach, media relations, and content creation, I helped expand Night Light's audience, strengthen its digital presence, and support its growth into one of Calgary's largest free public art festivals.
Managing communications for Night Light strengthened my skills in strategic communications, campaign planning, stakeholder engagement, media relations, and large-scale event marketing. Over four years, I helped grow the festival's audience, expand artist participation, and build a recognizable cultural brand through data-driven communications and compelling storytelling.
Let’s Work Together
Get in touch so we can start working together.
