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Digital Strategy:
Sustaining Year-Round Festival Engagement

For the 13th edition of the Maratona de Leitura Literary Festival, organized by the Municipality of Sertã, we defined and managed its social media presence (Instagram and Facebook). The three-day annual event brings together diverse communities and offers a wide range of cultural, literary, and artistic perspectives.

From November 2024 to August 2025, we oversaw the entire process, which included:
> Strategic approach: before, during, and after the event;
> Content planning and creation;
> Copywriting;
> Visual design;
> Community management;
> Performance analysis.

An image with two mobile mockups: one displaying an Instagram feed post and the other a Story, illustrating our design strategy for different formats.
A close-up of a festival guest, with our communication's vibrant editorial design framing the image.
The design of a post introducing a festival guest, with a professional photograph and the brand's color palette in focus.
A portrait of a festival guest, framed by our agency's visual communication design.
A photograph of a festival activity, with our bold-colored editorial design highlighting the event on social media.
An image of a festival activity, with our editorial design creating a cohesive visual identity across all touchpoints.
A detail of a cultural activity, with the post's design reflecting the festival's unique artistic approach and editorial line.
An image of a group of people participating in an activity, with our communication design highlighting the energy and dynamism of the festival.

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Creative and Communication Strategy

We announced the programme using a light, lively design based on the earthy browns and reds of the official 2025 poster, enhanced with unexpected colours for contrast, paired with engaging copy and active community interaction.

Our copywriting adopted a playful, approachable tone – friendly yet professional – with a sprinkle of humour whenever possible to engage and entertain the audience. This tone brings the festival’s communications to life, making themes more accessible and easy to grasp for the community.

An image showing the design of a festival activity next to the post's copy, illustrating the synergy between design and message.

Example of copy designed to engage and connect.
The copy is kept in Portuguese — it’s all about local charm!

🌙 ✨ Spoiler noturno da Maratona!
Vamos invadir as ruas de Cernache do Bonjardim em busca de mistérios e histórias escondidas!

🕑 Apontem na agenda: “duas da manhã — hey!”
(eh eh eh eh 🎶)

O guia desta viagem é o já nosso tão conhecido e carismático Rui Lopes — jornalista, investigador e historiador — pronto para nos revelar segredos que só a noite conhece… 🌕 👣 e até para nos contar uma história que associa Camilo Castelo Branco a Cernache do Bonjardim.

Preparados para uma nova aventura sob o céu das estrelas e no calor do verão?
Nós também 😜

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Continuous Engagement

As part of the year-long strategy, especially during the long months before the event, we introduced new content to the feed: a carousel featuring sponsors’ book recommendations.

This helped energize the social media, celebrated a shared love of literature, and warmly thanked sponsors for their ongoing support.

An Instagram carousel mockup, showing the slide sequence with book suggestions, demonstrating our content strategy.

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Positioning Strategy

Establishing the festival as a leading voice for cultural and sustainable tourism was a cornerstone of our strategy.
In the lead-up to the event, we strategically highlighted Sertã’s immersive natural landscapes, amplifying the festival’s connection to its unique setting. This approach significantly enhanced engagement, resonating authentically with both local communities and broader audiences.

An image representing "land," with the design evoking the festival's tradition, roots, and history.
An image representing "water," with the design evoking the festival's fluidity, innovation, and flow of ideas.
An image representing "place," with the design reflecting the importance of location and community to the festival.

Creative Strategy

Creative strategy focused on refreshing past content with current themes and highlighting Sertã’s natural and cultural appeal to keep the audience engaged beyond the event.

Visual Identity

Guests and activities were featured using a fresh design inspired by the festival’s colours, blending natural tones with bright accents. The content kept the community involved and interested all year.

Playful Copywriting

Our copy adopted a friendly, professional tone with a touch of humour, making over 100 activities and nearly 80 guests easy to connect with and understand.

Impact Metrics

We track social media results to see what works and adjust our content and strategy accordingly.

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Photo: Jess Loiterton, Pexels

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