The 2024 campaign centred on amplifying local loyalty while positioning Darwin as the Laksa Capital of Australia to the rest of the country. In 2024, the ‘hell yeah’ moment was landing a mention on Have You Been Paying Attention? This meant we needed to cut through into national news. Our approach delivered extensive local and national coverage, including TV, print and radio, chef profiles, and ultimately a feature on Have You Been Paying Attention? The result was a record-breaking year, with the highest attendance, venue participation and Laksa League sign-ups in the festival’s history.

In 2025, the strategy shifted to community-led momentum, leaning into the festival’s established popularity. The focus was on organic engagement: and the ‘hell yea’ moment was the Darwin community owning the event: empowered local businesses, audiences and media to drive the story. Early local media support, strong partnerships and increased social engagement helped build hype across the Territory.

The result was continued growth across all metrics, including increased participation, more venues involved, and the largest Festival Finale attendance to date, cementing the Darwin International Laksa Festival as one of the Territory’s most iconic and widely supported events.