MAJOR EVENTS & TRADE

818 specialises in large-scale event publicity, delivering integrated communications campaigns for some of New Zealand's most significant sporting, cultural and commercial events.

As the worlds of sport, entertainment and live experiences continue to converge, today's audiences expect more than the action itself. Major events are now cultural moments, requiring sophisticated storytelling, influencer engagement, partnerships and audience-first communications.

Our team combines traditional publicity expertise with strong experience in stakeholder engagement, tastemaker outreach, event management and digital amplification to ensure events reach audiences far beyond the sports pages or event listings.

Our services include:

• Traditional media and publicity campaigns

• Influencer and content creator engagement

• Event launches and media calls

• Guest list management and stakeholder hosting

• Photography and content creation management

• Talent tour management and publicity

• Trade and industry communications

• Executive and spokesperson profiling

818 has delivered record-breaking campaigns for the ASB Classic and has supported communications for multiple ITM New Zealand Sail Grand Prix events, including Auckland and Christchurch editions. Recent work also includes Te Ahurei Toi o Tāmaki Auckland Arts Festival, Mānuka Phuel SYNTHONY Festival, The Royal Edinburgh Military Tattoo, Chasing the Fox and & Juliet’s nationwide season.

We have extensive experience managing talent tours for international performers, creatives and productions visiting New Zealand, including large-scale musical theatre campaigns such as the Broadway hit Hamilton, and Cirque du Soleil.

Our approach consistently secures coverage across news, lifestyle, culture, entertainment and business media, ensuring major events connect with both traditional audiences and new fans alike.

ASB CLASSIC

818 has worked with the ASB Classic across three tournaments, helping broaden the event’s appeal beyond traditional sports audiences and drive awareness, cultural relevance and ticket sales. With limited access to players, we focused on the wider experience of the tournament, from food and beverage and hospitality to atmosphere and entertainment, using targeted news, lifestyle, culture and entertainment media alongside influencer engagement. Key moments have included an influencer-led menu tasting with Urban Gourmet, the ‘First Serve’ launches and a programme of influencer experiences throughout the event. The 2026 campaign reached 14.2 million people through non-sport media across television, print, digital and radio, contributing to the most successful tournament in the event’s history, with attendance up 19%, 19 of 22 sessions sold out and more than 20 million digital views.

& JULIET

818 was tasked with building national buzz and driving strong ticket sales for G&T Productions’ 100% local production of & Juliet, positioning the musical as one of 2026’s must-see cultural moments. We built the campaign across a series of strategic publicity beats, from the initial announcement and auditions through casting, rehearsals and opening nights, using traditional media alongside creative campaign moments to maintain momentum across the production’s Auckland, Wellington and Christchurch seasons. The campaign generated more than 200 pieces of traditional and social media coverage, reaching an estimated 42 million people and helping drive strong audience demand and record-breaking sales in all three markets.

ROYAL EDINBURGH MILITARY TATTOO

818 partnered with TEG to build national awareness and audience demand for The Royal Edinburgh Military Tattoo’s Auckland season at Eden Park, combining a strategic traditional media campaign with targeted grassroots outreach. The campaign rolled out across key phases, from the initial announcement and amplification of the Edinburgh season through to local casting, community engagement and run-home momentum. Alongside securing high-impact coverage across television, print, radio and digital media, 818 organised two media famils and developed a bespoke grassroots campaign connecting the Tattoo with Scottish, military, music and performance communities, as well as schools, universities, service organisations and community groups nationwide. The campaign secured 55 pieces of dedicated coverage with an estimated reach of more than 13 million, including six television features. The grassroots campaign reached a further estimated 215,000 people.

NZ INTERNATIONAL FOOTBALL FESTIVAL FAN ZONE

818 partnered with TEG and Tātaki Auckland Unlimited to create and promote a consumer-facing Festival Fan Zone in the heart of Auckland’s CBD, giving fans a place to experience the excitement of the New Zealand International Football Festival beyond match day. 818 led the activation, bringing together interactive football challenges, player signings, giveaways and content opportunities, while working with influencers to drive social engagement and attendance. The activation also generated media coverage and fan content, helping build anticipation for the festival and its headline international fixtures while creating a vibrant, accessible experience for football fans in the city centre.