OUTCOMEWe acted as full service agency for the festival this year, delivering all aspects of Marketing, Design and PR management. The advantage of this was that the campaign was creative and coherent, and pulled together key messages, strands and themes, to tell a high impact story for LAAF 2015.
We began with a swift, and complete brand overhaul, including corporate logo redesign. The logo we have designed using the grid in Arabesque Geometric patterns. This grid was used as the basis for all the festivals collateral.
We brought the artists and performers to the fore, rather than relying heavily on a graphic theme for all collateral. For example, we created ‘performer led’ ladder-style flyers and double sided posters, traditionally used for music festivals and gig venues, rather than a generic ‘festival graphic’ flyer.
We focused on integrated Press, Social Media and Email campaigns, rather than on high print and distribution runs. Our aim was to create opportunities for partners to share information within their large networks, providing endorsement for the festival and its events. Rich content such as images, image galleries, articles and animations were used to enhance this engagement.
The press campaign was designed around the Audience Development Plan. Publications were targeted on the basis of the kinds of audiences they service, as much as for their potential reach, creating opportunities for in-depth artist profiles and interviews with members of the LAAF team. This resulted in unprecedented levels of coverage locally, nationally and internationally and extremely high quality previews for the festival in print, radio, TV and online.