Transforming a traditional festival into a contemporary platform for women’s creativity. I developed and coordinated the cross-cultural marketing system across artist recruitment, editorial storytelling, public programming, partner communications and multilingual media.
Double Seventh Festival is widely recognised through stories of romance and separation. The marketing challenge was to retain its cultural meaning while moving beyond marriage and domestic roles—making the programme relevant to contemporary, multicultural audiences.
The programme positioned tradition as a living cultural resource rather than a decorative theme. Artist stories, talks and campaign materials were organised around women as creators, visionaries and change-makers.
My contribution connected strategy to delivery: one cultural proposition carried across artist-facing, public-facing and partner-facing communications.
Translated Double Seventh heritage into a contemporary proposition centred on women’s creativity, resilience, identity and leadership.
Coordinated call-out messaging, artist information, statements, imagery and content needed for publication, promotion and onsite interpretation.
Adapted the programme identity across posters, artist invitations, bookmarks, certificates, labels, social content and QR-led audience pathways.
Supported multilingual platform delivery, public talks, stakeholder visibility, event documentation and media-facing communications.
Delivered in collaboration with the project manager, artistic director, curators, marketing and media contributors, designers, artists, venue and programme partners.
The campaign was designed as a connected system—from finding artists to building public recognition, deepening interpretation and amplifying the programme across language communities.
Invited women and female-identifying artists in Australia and overseas across multiple media.
Built consistent profiles, invitations, bookmarks, labels and certificates around each practice.
Connected free RSVP, opening communications, Seven Women Talks and onsite interpretation.
Extended visibility through Instagram, WeChat, RedNote, partner channels and SBS Chinese.
The visual system needed immediate recognition without reducing womanhood to a single image or experience.
One figure formed through an unbroken line suggested identity as layered, evolving and connected across generations and cultures.
A high-visibility colour created a strong public signal across print, social and onsite touchpoints, while the artwork remained the hero in artist-specific content.
The programme moved from self-definition, to visibility, to connection—giving campaign content a repeatable narrative structure.
The same identity adapted across performance, painting, textile, digital art and jewellery without forcing every practice into one aesthetic.
The strongest outcome was a complete public-facing system: artists were recruited, interpreted and promoted; audiences could attend, learn, collect and continue the relationship; partners and media had a clear story to amplify.
Women artists from culturally and linguistically diverse backgrounds were presented across the programme.
Countries were represented, supporting a genuinely international and multicultural exhibition narrative.
Pages of artist interpretation, curatorial framing, programme identity and partner recognition.
Audience-facing social ecosystems across Instagram, WeChat and RedNote, supported by partner channels.
Chinese-language media coverage extended the campaign beyond the gallery and into a broader public conversation.
Cross-cultural marketing works when tradition becomes a starting point for contemporary meaning—not a decorative theme.
Explore exhibition, festival and cultural-programme campaigns across positioning, content systems, audience engagement and public experience.
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