Run over 5 years from 2011, the Lorne Festival of Performing Arts was a key initiative of the Love Lorne campaign aimed at driving visitation in the off-season, increasing Lorne’s exposure in the media and changing the brand perception of the town. The festival attracted state and local government funding, partnerships and philanthropic support. As Festival Producer, PW Strategy (formerly Provincial Wisdom), drove the funding, marketing, audience engagement, event planning and community engagement over 5 years attracting up to 10,000 people annually and driving significant economic renewal.