City of Armadale

Let’s glow together this Diwali! Market Creations Agency partnered with the City of Armadale in late 2025 to deliver its first-ever Diwali Lights Campaign, celebrating the Festival of Lights, which is a cultural tradition symbolising the triumph of light over darkness and good over evil.

The campaign invited residents, businesses, and community groups to decorate their homes, shopfronts, and public spaces with vibrant Diwali-themed displays. Participants could enter a competition to win indulgence packages focused on wellness and reconnection, creating a festive atmosphere that united the community in celebration.

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Client Name
City of Armadale

Website
my.armadale.wa.gov.au/

Year
2025

Category
Branding, Marketing,

Campaign Plan and Strategy

The campaign was designed to achieve several key objectives, including encouraging residents and businesses to participate and help light up Armadale, promoting community connection through a shared cultural experience, and driving traffic to engage.armadale.wa.gov.au for entries and photo submissions. It also aimed to showcase Diwali’s cultural significance in an inclusive and respectful way, while generating positive, shareable stories that strengthened community pride.

Market Creations Agency developed the campaign concept and brand style guide, creating a bright and vibrant visual identity that reflected the spirit of Diwali. A multi-channel approach combining traditional and digital media was planned to maximise reach and engagement.

Traditional Media

To ensure strong local visibility, the campaign featured print ads in the Armadale Examiner and Roleystone Courier, two key community newspapers. Flyers were distributed throughout the city to encourage participation, and certificates were designed for the three winners of the competition. These tangible elements reinforced the festive spirit and gave the campaign a strong presence in the local community.

Digital Media

On the digital front, Market Creations Agency created a bespoke email signature for City staff to promote the campaign internally and externally. We designed a suite of social media tiles for both organic and paid campaigns across Instagram, Facebook, E-screen, and Shop Alive ads.

A dedicated Engage Armadale page served as the hub for competition entries and photo submissions, while content was also featured in the City’s In the Know eNewsletter. To enhance engagement, we developed a Diwali Lights Map showcasing participating homes, businesses, and community spaces, helping residents explore the colourful displays across Armadale.

Statistical Results

The Diwali Lights Campaign achieved impressive engagement:

Reach: Over 95,000 people saw the campaign
Engagement: Approximately 17,000 interactions across platforms
Traffic: More than 1,500 visits to the Engage Armadale page
Participation: Over a dozen creative entries lit up the city with vibrant displays

The Outcome

The Diwali Lights Campaign was a vibrant celebration of culture and community connection. By combining strategic planning, creative design, and multi-channel delivery, Market Creations Agency helped the City of Armadale create a campaign that not only illuminated homes and streets but also strengthened bonds within the community. The success of this initiative demonstrates the power of inclusive, culturally significant campaigns in fostering engagement and pride.