Helping achieve record-high attendees for Blues on Broadbeach music festival
We had the privilege of working with Major Events Gold Coast to promote their festival, Blues on Broadbeach. The goal was to introduce a new audience to the blues music genre whilst honouring the original format to engage repeat attendees.
But what about hurdles? Well, attracting both new visitors and retaining loyal attendees presented a unique challenge. The festival also needed to reach an audience with more diverse interests, in other words, blues lovers AND festival enthusiasts. Our last goal? To increase the number of exclusive 12 Bar Society memberships. Our work was cut out for us!
We set out to bring the focus back to the food, community and Broadbeach, giving prospects a look behind the curtain and inspiring them with a genre that has something for everyone.
You bring the rhythm, we’ll bring the blues
We also brought an omni-channel marketing strategy combining Meta, Google and Spotify to ensure maximum exposure and engagement. The highlights?
- Brand awareness: with original assets produced by us to establish Blues on Broadbeach as a must-attend event in the Gold Coast.
- User-generated content: engaging festival attendees + artists to amplify the festival’s reach and authenticity
- Festival app explainer video: to enhance the attendee experience
- Spotify ad campaign: recording a dedicated Spotify ad to target users interested in ths genre and create buzz
- Audience segmentation: including a retargeting campaign to remind previous attendees of the upcoming event and exlusive perks, as well as a FOMO campaign post the event to continue momentum
User generated content that cuts through
A big part of putting Blues on Broadbeach back at the heart of the festival was selling the community and location just as much as the music. We engaged festival attendees to create and share their content, leveraging attendees, artists and influencers to produce eye-catching creative.
The best bit about this approach? The content was completely different to anything else in market.
This campaign was a huge achievment for us, really showing the value of an omni-channel approach in the event promotion space. Helping Blues on Broadbeach to get back to pre-Covid numbers and have such a great turnout is a testament to the incredible creative work from the team!
— Katja Becher
Account Manager
So, how did we do?
Our approach proved a resounding success for Blues on Broadbeach, boosting visitor numbers to exceed the festival’s expectations, as well as previous years’ numbers.
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