Selling out a new Late Night Tea House Pop-Up in the Byron Shire

Open Sky Wellbeing recently launched the Late Night Social Tea House, a new pop-up event series in the Byron Shire pairing tea ceremony with live music and community gathering, starting with a Jazz Night and followed by Tea & Vinyl. Byron Digital Marketing built a multi-channel funnel that included building a paid media strategy from the ground up, developing key publication and micro influencer campaigns as well as the organic strategy so that ads sat naturally within the existing brand.

Challenges

• A New Audience Within an Existing Ad Account – While we already ran ads for the studio and membership, the Tea House needed its own audience strategy, working out how much to lean on crossover from the existing studio audience versus building fresh reach.

• Cinematic, Not Salesy – The brand needed ad creative that felt like Open Sky (stillness, presence, space) rather than a typical event promo push.

• Building a Full Funnel from Scratch – Awareness, consideration and retargeting all needed to be built and sequenced with no existing infrastructure.

• Tight Timelines and Lean Budget – Just 2 weeks to advertise Jazz Night and 2.5 weeks to advertise Tea & Vinyl, with a modest budget for each, leaving little room for a slow ramp-up.

Solutions

• Paid and Organic Alignment – Built the Meta ad strategy to work in step with existing organic content and email marketing, so ads extended the brand's voice rather than sitting apart from it.

• New Audience Build – Launched cinematic video and carousel ad creative to reach new, cold audiences beyond Open Sky's existing studio and membership audience.

• Retargeting Layer – Built a retargeting campaign to re-engage website visitors and existing interest, running alongside the new audience ads for both events.

• Event-Specific Campaigns – Ran dedicated, tightly timed campaigns for Jazz Night and Tea & Vinyl, working within short lead times and lean budgets for each.

• Full-Funnel Support – Combined paid ads with email marketing to the existing list and organic social reach, rather than relying on ads alone to sell out either event.

• Key Partnerships - including a micro influencer campaign and mirco publication piad promotion.

Results

• Sold out both events, with 150 tickets sold across Jazz Night and Tea & Vinyl combined.

• Reached over 28,000 people and generated close to 60,000 impressions across both campaigns combined with a very limited budget

• Achieved on a lean, tightly timed budget, with just 2 weeks to advertise Jazz Night and 2.5 weeks to advertise Tea & Vinyl.

• Full-funnel approach combining email to the existing list, organic reach and paid ads to new and retargeted audiences got both events over the line.