Creative Brief
DESCRIPTION: Contact Winter Music Festival in Vancouver B.C., Canada
TAGLINE: “New Year, New Beats: Make Contact with 2024”
PREPARED BY: Thuanh Su
DATE: November 8, 2023
Why do this project? What is the goal?
To raise awareness and promote ticket sales for Contact, Vancouver’s winter music festival is a unique EDM and dance music experience that offers a memorable way to bid farewell to 2023. Fellow fans can celebrate their favorite music with top DJs and producers, making Contact the ultimate experience to cap off the year. With this project, Contact is also able to spread the joyful, inclusive, and diverse environment that is EDM and dance music.
Why do we need this ad?
These social media assets will assist in advertising to audiences that the festival has yet to reach. Social media is a great way to connect to these potential consumers as it can reach those who are moderately interested in this genre of music and an event like this. The algorithm will be able to bring these ads to those who want a unique way to celebrate and end 2023 and have an experience they can remember for a lifetime.
These ads can also aid in reminding locals who live in the area that they still can attend this two-day experience. Many people between the ages of 19 to 40 are looking for a way to ring in the new year with friends and family therefore attending Contact Winter Music Festival is the ideal event for them.
Ultimately, these ads serve the purpose in multiple ways. They are marketed to each target audience tier to share this unique winter wonderland experience of good music, good memories, and great people.
Where will this ad appear (i.e., OOH, online, print media, etc.)?
For our out-of-home (OOH) advertising strategy, billboards will be strategically placed in proximity to busy urban centers, while posters will adorn walls in high-traffic zones. Simultaneously, online promotions will be showcased across Live Nation Entertainment’s and Contact’s social media channels, providing insights into the festival and its exciting new messaging and activations. Furthermore, you’ll find announcements on Contact’s website and targeted paid online advertisements on ticketing platforms like Ticketmaster to ensure we reach our target audience effectively.
Who are you trying to influence? Who is the target audience?
Music Enthusiasts: EDM and dance music fans and music lovers aged 19-40
Contact Winter Music Festival aims to connect with individuals between the ages of 18 to 40 who share a passion for EDM and dance music. This target audience is enthusiastic about the DJs and producers featured at the festival and represents the ideal demographic to host this end-of-the-year event
Local and International Attendees: Both Vancouver and Canadian residents and out-of-town visitors
Given its location in Vancouver B.C., Contact Winter Music Festival is readily accessible to residents aged 19 and over. Residents have the highest level of convenience, closely followed by those who reside in surrounding areas within Canada. The EDM and dance music culture is global with festival-goers frequently traveling to attend major live events. Contact stands out as a must-attend festival with its state-of-the-art lineup of DJs and producers and its winter wonderland elements that enhance its appeal and separate it from other events.
Party/Festival goers: People who enjoy the festival atmosphere, light shows, and immersive experiences
EDM and dance music festivals, much like other live shows have a certain “concert culture.” Events like Contact Winter Music Festival embody a specific culture that can be like “rave culture” but are known to be vibrant, inclusive, and centered around enjoying life in the moment. Contact blends the traditional EDM and dance music festival environment with a winter wonderland happening, right before the new year in Vancouver B.C. Contact is a fusion of music, life, and celebration all in one. Therefore, Contact would also appeal to the typical party and festival goer, persuading them to attend this one-of-a-kind “party.”
What’s in it for them? How will they benefit from what you have to say?
The target audience will benefit from learning more information about the Contact Winter Music Festival. There is a chance that those who are included in the target demographic do not know much about the festival and therefore will learn information like when, where, and what it is. Factors such as the DJ and producer lineup, the festival’s location, and its distinctive attributes play a significant role in influencing attendees’ decisions on whether to attend the festival.
What primary action do you want the target audience to take?
Ultimately, we want the target audience to learn more about Contact and hopefully proceed to its website to purchase a ticket.
Disclaimer: All content included on this page is for academic purposes and has no affiliation with Live Nation Entertainment or Contact Winter Music Festival.