2016 BVJ Integrated Marketing Campaign
The Need: BVJ 2016 faced challenges including a downturned Alberta economy, additional competition from another Albertan country music festival, and higher costs of entertainment due to the USD exchange rates. Our goals in addressing these challenges included sustaining three-day pass ticket sales and increasing sales of one-day passes, kick-off tickets, and camping.
The Solution: The creative concept for the 2016 BVJ campaign was derived from the unique selling features of BVJ. Since the event is literally held outside under the stars and features stars, “Escape to Where the Stars Shine Brightest” portrays the festival in a succinct manner while inviting the target audience to escape.
The Results: ev+AGENCY's strategic approach to creative development to execution of newspaper and digital ads, radio, website design and more led to a sold out event and higher online engagement.