Next level integrated marketing.
Creative strategy fueled this fully integrated multimedia brand campaign. Designed to continue to build the CounterCurrent brand and increase attendance, our focused turned to the experience of the festival-goer themselves. The digital experience was completely reimagined with an all-new responsive site design that emphasizes enhanced user experience. The campaign also included a pocket-sized festival catalog for easy grab-n-go, foldout poster and calendar that doubled as a featured magazine insert, an emblematic evergreen tote, a signage suite, and an arsenal of online, social, and print advertising. 2017 marks the forth year for this roving citywide festival and each year the festival gets bigger. This year’s strategy used a data-driven approach to outreach that leveraged several types of online and social advertising plus the cross-pollination of print advertising and print collateral to maximize the budget in a way that increased our circulation of print media by 30% without any additional budget allocation.