After receiving the brief, we calculated and created a three month strategy focusing on securing the desired target of exhibitors. We created duplicate audiences based off of hashtag keywords targeting other festivals of each genre and festivals in the area. For example, if they tweeted about it, tagged it or attended any similar festivals, they were shown our ad in a geographic location. This was extremely successful in generating interest from exhibitors in other shows which resulted in an extreme high amount of requests to participate in “The Big One”.

Six weeks from the start of the exhibit – once we reached our targeted number of exhibitors, we turned our focus over to visitors to the festival. This was a much easier task, as we again targeted hashtags with our Geo-targeting identifying demographics that attended similar festivals.  We then designed co-pro campaigns to run with radio stations where we gave free tickets to contest winners to the VIP area.  We ran the competition one week in advance with a total of 50 winners, and received over $300,000 in co-pro advertising for the event. 

We then scripted out 15, 30 and 45 second radio commercials for rotation on two stations, targeting primarily the 20-40 year old demographic.  We designed a script for a minute long commercial to be rotated on the TV station that had our demographic.  We then ran social media ads targeting a 30 mile radius to generate traffic on the website.  

During the final six weeks, we secured 10 influencers in the area, with a rotation of announcements taking place every two days including the two days of the events with live broadcasts.
The over all results were staggering: 26,000 in attendance, 455 booths, and over 400K mentions during the event, alongside 1,300 VIP tickets sold.