Holiday Hotspot

Behance Post

Project Context & Statement

In 2024, the importance of community and inclusive celebration in an increasingly digital world became evident, as studies showed that many Australians felt disconnected from traditional holiday festivities (The Research Society, 2023). To bridge this gap, FestiView was created, with its app, Holiday Hotspot, at the forefront of revitalising community engagement through technology.

The campaign empowers users to rediscover the joy of shared holiday experiences by connecting neighbours and families with inclusive, accessible, and safe local events. With features like personalised profiles, community-driven content, and participation tracking, the app encourages individuals to embrace celebrations in a way that reflects their personal and cultural values.

Through a dynamic blend of UI/UX design, branding, and physical media, FestiView fosters a deeper sense of connection during holidays, helping to create a world where traditions thrive, neighbourhoods unite, and everyone can participate meaningfully, regardless of background or location.

Brand identity

Research revealed a need for a platform where individuals could connect, celebrate, and personalise their holiday experiences. From decorating homes to attending local events, the way people celebrate is as unique as the traditions themselves. The brand direction incorporates vibrant, festive motifs that symbolise the diversity and joy of holiday experiences, with colours and icons representing a range of celebrations like Halloween, Christmas, and more.

The app features whimsical, Aussie-inspired mascots that guide users through the Holiday Hotspot platform, creating a playful and inviting interface. These mascots—currently each tied to a Halloween pun—serve as characters who unite tradition with modern technology, embodying the spirit of inclusion, safety, and celebration at the heart of the Festiview brand.

ShowReel

Application

The Holiday Hotspot app is designed to enhance the way Australians participate in festive events, offering both convenience and inclusivity through its array of features. Users can create personalised profiles, indicating their participation in local celebrations, from Halloween trick-or-treating to Christmas light displays. The app’s Your Place feature allows users to customize how they engage in each event, from detailing what activities they are hosting to sharing their availability. Additionally, the Events tab provides real-time information on local festivities, promoting safe participation through background-checked venues and verified activities.

To ensure accessibility for all ages, Holiday Hotspot includes a Child Mode with interactive content like books, games, and a holiday-themed messaging function for parents. This creates a safe space for children to explore the joys of each season while allowing parents to monitor their experience. By incorporating these tailored features, the app fosters a community-driven, inclusive platform where individuals can celebrate holidays in ways that align with their values and lifestyles.

Merchandise

The FestiView campaign extends its reach through a thoughtfully curated merchandise line, which features the beloved Aussie-inspired holiday mascots. These products, including mugs, t-shirts, calendars, pop-up book, and themed holiday treats, are designed to embody the spirit of each season. The mascots, each representing a unique holiday tradition, provide a creative foundation for an ever-evolving range of products that engage audiences of all ages.

The seasonal nature of holidays allows for a dynamic and imaginative design process, ensuring that each new collection brings fresh ideas and innovative approaches to how we celebrate. Whether it’s a Halloween-inspired pop-up book or a Christmas-themed advent calendar, the merchandise line reinforces FestiView’s brand identity by offering tangible, playful ways for users to carry the joy of these celebrations beyond the app. This creativity-driven merchandise strategy strengthens brand loyalty, while also generating new touchpoints for users to engage with the Holiday Hotspot experience year-round.

Marketing

The marketing strategy for FestiView and the Holiday Hotspot app is designed to build broad, lasting connections with audiences while leveraging the cyclical nature of holiday celebrations. Two key strategies underpin this approach: general and seasonal marketing. The general strategy ensures consistent brand visibility throughout the year, maintaining engagement through user-generated content, community-building activities, and cross-platform campaigns. This provides a foundation for Festiview’s presence as the go-to platform for holiday participation.

The seasonal marketing strategy amplifies engagement during key holiday periods. By tailoring campaigns to specific holidays, FestiView dynamically adapts its messaging and outreach to create excitement around events like Halloween and Christmas. This approach allows for targeted promotions, including countdowns, limited-edition merchandise, and event-specific features in the app, enhancing the user experience during peak festive seasons.

Another critical aspect of FestiView’s marketing is its commitment to uplifting small businesses. By offering specialised support packages that help local vendors connect with holiday-goers through the app, FestiView creates mutually beneficial relationships, driving local economies while expanding its reach. These packages include promotional tools, visibility in the app’s Events section, and dedicated marketing content, ensuring that small businesses can thrive alongside the platform. Through these combined efforts, FestiView fosters a sustainable, community-driven ecosystem that celebrates both tradition and innovation.

Prototype Showcase

have a happy holidays!