Creating Festival - worthy campaigns for Piknic Électronik and Igloofest, the coolest events in Montreal
Helped put the Piknic Électronik brand on the international map, extending its influence to cities like Barcelona, Dubai, Lisbon, Melbourne, and Santiago.
Growth in Conversions
33.9% in Igloofest's attendance
Content Optimization
10% increase in Igloofest's advance sales
Organic Traffic
1682%
Dramatic Increase
Project Overview
Piknic Électronik Group, the visionary behind Montreal’s iconic electronic music festivals—Piknic Électronik and Igloofest—sought to amplify their brand presence and boost engagement both locally and internationally. From 2017 to 2019, the group aimed to solidify Igloofest's local supporter base, increase advance ticket sales, and enhance attendance for Piknic Électronik as it prepared to celebrate its anniversary. To achieve these ambitious goals, they partnered with MOArt to overhaul their marketing strategies and revitalize their visual identities.
Objectives:
- Enhance brand recognition and visibility for Piknic Électronik and Igloofest.
- Increase local attendance and advance ticket sales for Igloofest.
- Expand Piknic Électronik’s international footprint, establishing its presence in key cities around the world.
Execution
MOArt deployed a multi-faceted marketing strategy to achieve the goals set by Piknic Électronik Group:
- Revitalized Visual Identity and Branding:
- MOArt refreshed the visual identity for both festivals, creating compelling, contemporary branding that resonated with the target audience. This rebranding included new logos, color schemes, and design elements that captured the energy and vibrancy of the festivals.
- Innovative Marketing Campaigns:
- Leveraged cutting-edge digital marketing techniques to create buzz around the festivals. This included social media campaigns, influencer partnerships, and digital content that highlighted the unique aspects of each event, appealing to both local and international audiences.
- Enhanced Online Presence and Content Strategy:
- Developed a robust online content strategy that involved creating engaging content across multiple platforms, including video teasers, artist interviews, and behind-the-scenes footage. The content was tailored to attract attention and drive engagement in key markets.
- Strategic Media Placement and Communication:
- MOArt secured prime media placements in influential publications and platforms, ensuring that both festivals received the visibility they deserved. The communication strategy was designed to build anticipation and excitement leading up to the events, driving advance ticket sales and enhancing brand loyalty.
Project Results
Project Results
The collaboration between Piknic Électronik Group and MOArt produced outstanding results, elevating both Piknic Électronik and Igloofest to new heights:
- Brand Enhancement and Global Reach:
- Piknic Électronik’s brand was successfully positioned on the international stage, with new editions launched in cities like Barcelona, Dubai, Lisbon, Melbourne, and Santiago. This expansion significantly increased the festival’s global footprint, attracting new audiences and reinforcing its status as a leading electronic music event.
- Increased Attendance and Engagement:
- Igloofest saw a remarkable 33.9% increase in attendance, making it one of the most successful editions to date. The strategic marketing efforts also led to a 10% increase in advance ticket sales, demonstrating the effectiveness of the targeted campaigns.
- Enhanced Guest Experience:
- The revamped visual identity and immersive marketing campaigns contributed to an enhanced overall guest experience, driving higher levels of engagement and satisfaction among attendees.
- Expanded Market Presence:
- The festivals’ enhanced presence in the digital space, coupled with strategic media placements, resulted in greater visibility and brand awareness, both locally and internationally. This visibility was reflected in the significant uptick in online engagement and search interest.
Conclusion
MOArt’s strategic overhaul of Piknic Électronik and Igloofest’s marketing efforts not only solidified their positions as premier festivals in Montreal but also catapulted their brands onto the global stage. By creating compelling visual identities, executing innovative marketing campaigns, and expanding their international reach, MOArt successfully increased attendance, boosted advance ticket sales, and enhanced the overall guest experience. This case study underscores the transformative power of strategic marketing in elevating events from local favorites to globally recognized brands.
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