We worked directly with the festival director to understand the brand they wanted to build and then designed the logo, style guide and all digital and print assets. The brand also extended to the voice and copy, as it is a highly targeted product and audience, this required a specific voice.
We built an integrated marketing strategy to appeal to the key target audiences.
It was also incredibly important, as this was the first ‘Roadshow’ of a series, that this event was used to promote the brand in general as well as future events. We created a very strong base for this by reinforcing the brand and creating a strong tone of voice across all platforms.
As there was an incredibly tight budget and timeframe, we predominantly focused on advertising that could achieve a high ROI, and use channels that we were able to iterate constantly, to make sure it was targeted and converting. This focused on digital and social advertising, as well as key ‘must do’ websites and publications in Brisbane and key social influencers.
We also used some key traditional forms of advertising and promotion in the development of a double A5 brochure that was distributed through key channels to engage our desired target markets.
We worked with local media to garner some great PR in the lead up to the event. Print and radio were very successful in building the brand awareness and audience for the event.
We built an incredible, informative and user-friendly website within a super short timeframe. With no resources to work with or from, we wrote and sourced all content for the website. In a matter of weeks, we had the website up and selling tickets.
From our brand build and style guide, we designed several key graphics to be used throughout print and digital collateral. We also designed various digital advertising banners, for various advertising partners. We created the festival map, program, brochure, posters and signage, all in line with the brand guidelines we put together.
We provided the client with print solutions for posters, flyers and signage. All in line with our brand guidelines.
We made recommendations to the client of types of merchandise best to commence with, that would provide a two fold outcome, sales and building the brand.
Merchandise that was produced for the festival included*: caps, t-shirts, aprons and stubby coolers.
*we supplied the client with some of this merchandise.
ON-SITE FESTIVAL MARKETING & PR MANAGEMENT
We had our on-site marketing team at the festival to manage all aspects of the marketing and PR for the day. We managed the social channels, media and social influencers that we had invited to the festival to promote this and the subsequent festivals. We also managed the documentation of the festival, with photography and videography, that was disseminated through all online channels.
As this was the inaugural festival, all the photography that was used to visually explain the festival prior to the event, had to be stock images, therefore it was crucial that we documented all aspects of the festival in this first event. As there were so many activities and events occurring at the festival, at one time, we required two photographers (this is normal for many large festivals that we work with). We worked with our photographers on a schedule to capture the festival at key moments.
Our intention with shooting video of the festival was two fold; to produce a promo clip of the festival to promote post event and to also repurpose content to use in digital advertising in promotion of subsequent festivals.
BBQ & Beer Roadshow
We were engaged to build the brand for the BBQ & Beer Roadshow, as well as market and promote their inaugural festival, held at Doomben Racecourse, in February 2017. We worked with our good friends from Summersalt Marketing + Events on this project. It was a quick turnaround of three months from brand build to festival, but we successfully built a strong brand, attracted a very engaged audience and built strong foundations for future festivals. As this was the first of many events, these were important considerations for the event and branding.
Major Achievements & Results
- Built a strong brand, and marketed it to a highly targeted audience
- Built an engaged audience within a 3-month time frame
- Built a user-friendly website in a short time frame
- Rolled out a successful brand strategy