As part of the brief, being provided with a few music festivals, it was our decision to choose a festival of our choice. The one I had chosen to move further in the brief was Rocking The Daisies. Reason being, when I researched all the festivals given , Rocking The Daisies is the one which stood out the most to me, and looked like a festival I would have personally loved to go to.
With this, a marketing strategy was meant to be created, a target audience needed to be selected, and relevent outputs were required in order for the festival to be promoted. The outputs had to be both print as well as digital outputs.
A style was meant to be chosen, and worked with throughout in order to create and promote the Rocking The Daisies festival of 2021 in a successful manner as well as attract the intended target audience.
Rocking The Daisies is Cape Towns largest festival, and occurs during spring of every year. The festival lasts for 3 days, and occurs in both major cities in South Africa - Johannesburg as well as Cape Town as mentioned.
The festival is certainly a going green festival, and looks to conserve energy as well as electricity in whichever which way. In terms of selecting products and brands, founders prefer going with local before moving to international, if the need be. We can certainly say local is lekker!
For the print media, I have opted to go with billboards, posters as well as airport trolleys. Billboards and posters which would be seen on highways, streets, malls, etc.
The reason for incorporating airport trolleys as well was because this would reach a different group of people, being tourists. Imagine landing into South Africa, and seeing such a vibrant advert advertising the Rocking The Daisies Festival. It would make people curious, and they would definitely want to know more.
The promotional merchandise chosen was a keyring, a USB as well as printed photos from a live Photo Booth which will be at the event - I mean who wouldn't love that?
The chosen social media was Instagram. Reason being it relates to the target audience of 18-24 years the most. The group will see the posts, interactions will occur and amongst friends, groups, etc they will share posts, etc.
For the event, Rocking The Daisies partnered with Nando's as well as Krispy Kreme.
Nando's will seal their takeaway bags with a Rocking The Daisies label, and Krispy Kreme will place a sleeve over their hot drinks cups with the Rocking The Daisies branding on it.
