Digital advertising and social media is undoubtedly one of the most powerful and accessible marketing tools at your disposal. And even though digital fatigue is real and a rejection of social media would be a utopian dream for many of us, a lot of your audience and fan base will be checking their phones and browsing social media in their downtime where they can be introduced and reminded of your show.

The most useful thing to do before you jump on any social media and do some research. No, this doesn't mean Wikipediaing "How to social media” this means looking at what other artists are doing to promote their show. Look at what platforms they’re using, are they using images? What do their images look like? Are they writing long or short posts? What information have they included in their posts? Talk to artists as well and see what they recommend. This is a great place to start if you are lost for what to post. Look to some of the biggest arts promoters in the world for inspiration. Sure their content and resources are much MUCH larger than your own, however they will have some great content ideas to get your own content strategy in motion. Broadway/West End plays, musicals. Global Theatre companies and leading houses like National Theatre or even local theatre companies, artists and theatres you admire here in Aotearoa.

Create a social media marketing plan. Look at your show date(s) and begin promoting your show on social media way ahead of time. You could also invest in a super fancy social media management tool that gives you the ability to schedule posts across multiple social media platforms.

The most popular social media platforms to use to promote your show are Facebook, Instagram and Twitter. Across all of these platforms create profiles that are consistent with your brand, create similar usernames, use similar images, and make sure you’re promoting the same thing on each platform too. Try and make all your pages cohesive with the same look & feel, name and tags and keep your pages up to date and pushing people towards your ticketing page to convert tickets.

For the 2022 Festival, we’ll (NZ FRINGE) be posting and sharing photos and reviews of shows as well as bitesize chunks of the program. Our marketing coordinator Maeve will highlight a wide selection and enable as many events to benefit from these promotions as possible, but given we are an open-access festival, our promotion of specific events on our social media accounts will be limited and this means we cannot cover the entire programme at a perfect equal rate. However we will do our best to promote weekly lineups and highlights!



In 2016 we created Fringe poster frames, or all Fringe shows to use in their design. It is to unify all Fringe shows, break through the noise of the numerous other festivals at the same time and celebrate your inclusion in the festival. They look great and they really work. We’ve refreshed them again for 2022 ready for you to use. They are here in the Artist Resources section of the Online Info Hub.

Our designers, Inject, have created templates so you can select what works best for you. Colour or Black/White. If you have any trouble with downloading the files, please let us know and we can help you out. They are provided in landscape and portrait via Photoshop or InDesign file formats. We also help you to add these to your posters.



We at NZ Fringe market the festival as a whole and the promotion of individual events is the responsibility of the event presenter. You all make kick-ass art, but there are just so many that we don’t want to play favourites. Marketing your show to the best of your abilities and capacity in the competitive Fringe environment is as important as the presentation of the work itself if you want to get an audience!

Posters and flyers can be great ways of getting your show seen by potential audience members. To help manage your promotional stock, we’ve provided below an idea of how to take that image you have in your head and get it out and about on the streets of Wellington. Never underestimate the appeal of a slick poster, it’s worth investing a bit of time (and if you can $$) to make it ACE!



Here is a super handy video with some great poster design tips. A great


*DPI (dots per inch) refers to the number of ‘dots’ of the colour displayed per inch of printing. Printers will normally require a DPI of 300, to ensure printing is of high quality.

*Bleed refers to additional printing that goes beyond the edge of a sheet of paper. This is because sometimes large printing presses can be slightly off in trimming by 1 or 2 millimetres. While this won’t affect your image in any discernible way, it may mean that you have a thin white line on the edge of your printed artwork. This is why printers normally ask for your image to be 3mm larger than the finished product around the edges to accommodate this gap.

*Trim marks, or crop marks, are used to show the printer where to trim the paper. These are normally in the corners of the artwork and are for the printer’s reference only.

*CMYK is generally the best colour formatting for print, as it coincides with the colours that most printers use (cyan, magenta, yellow, black). RGB is best for digital.

*PDF is the best file type for printing. This is because it is a universally recognised file format and maintains the quality of the original artwork. It also means that if you are using a font that the printer might not have when they open the PDF the font you want will still be displayed.

Check the Artist Resources for Fringe Artist deals from super Fringe Friends and supporters in Wellington. Get in contact and ask them the format they require for your artwork.



Think about where your target audience might congregate or frequent. You might choose to approach businesses that fit these descriptions. Examples include cafes, restaurants, bars, halls and clubs. At all times, you need to gain permission from a staff member or manager of the venue before displaying your poster.

Talk to your Venue Manager about how many posters they can put up for you.


Before putting posters up in public places, you need to get the property owner’s or the Council’s permission if it’s on Council-owned land or fixtures.

Council property where you can’t put up posters include:

*public street furniture


*poster bollards and holders (contact Phantom Billstickers - see below)


*signal cabinets

*bus shelters (contact Adshel)


What you can get permission for:
*Posters for community and charity events
*Posters on poles for community and charity events may be permitted - contact the Council to discuss.

PHANTOM BILLSTICKERS are the recommended poster distributors in Wellington City. We've secured you a pretty sweet deal for Fringe Artists with Phantom Billstickers - info will be out via email on that shortly.


Chat to your venue and see if they have a place for you to leave flyers around and if they are in a position to help you with the distribution.

Wellingtonians can be pretty suspicious of flyers as it’s not really a culture we have here, the best places to flyer are around Fringe HQ box office, Wellington Waterfront and on Cuba Street. It’s predicted to be sunny in Feb/March so the people will be out to play! Flyering works best for customers looking for a show to see that night, but there is also some benefit with flyering a few days before your show starts in order to raise awareness of the event and encourage customers to consider seeing your show on a future night - remember that Fringe customers see multiple shows over the Festival.

When you are handing out a flyer to a customer you need to combine the hard copy material with a verbal message that will convert the person to choosing your show. This is referred to as an ‘elevator pitch’ i.e. a short, one - two-sentence description about your event and why the person will like it.

Here are some examples:

“It’s literally Pulp Fiction with strings attached”
“It’s Playschool meets Californication”
“A racey musical comedy about Aliens speed dating in London”
“It’s been nominated for/won (insert award here)”