NEW AUDIENCES FOR JAZZ FESTIVAL
April Jazz is the largest jazz festival in the Helsinki Metropolitan Area and has been organised for 32 consecutive years. Each year, the programme features a wide spectrum of international and Finnish rhythm music stars.
Avidly Finland (prev. Zeeland Family) has been responsible for festival’s marketing concepts since 2015. In the beginning, the festival wanted to have new boost for their marketing, raise brand-awareness, and bring new interest to the festival – also beyond the Espoo region.
In addition to creative design, the festival wanted to have comprehensive partnership that would help them reach out to the public through multichannel means.
"We missed a deep understanding of sales and marketing. We needed an agency of such a large scale that it would possess the required expertise", says producer Pedro Herrero.
"We needed an agency of such a large scale that it would possess the required expertise"— Pedro Herrero Producer, April Jazz Festival
In the first year, the co-operation started with concepts and design. The concept has been varied successfully every year, with also the visual look of the event being renewed annually. In addition, the partnership has included advertising, social media activities, digital visibility, and materials design.
“Every year we feel that we have again come forward”— Pedro Herrero Producer, April Jazz Festival
The festival has raised its awareness to match its lofty goals. For example, engagement has increased significantly in social media. And already in the first year, the amount of visitors grew by more than 40%.
“We have reached our target audience very well and also got new visitors for whom the event was not already familiar. We have also introduced many new partners. Every year we feel that we have again come forward”, says Herrero.