With a 30th anniversary in 2014, the festival needed a refreshed, but authentic and accessible brand campaign to help it compete with the numerous other arts festivals and entertainment options that Vancouver offers.
For 30 years, the festival has been a celebration of the quirky and sometimes controversial artists who make up the experimental edge of Vancouver’s (and Canada’s) arts scene.
The Fringe point of difference is simple: the unexpected is everywhere. Our positioning campaign was developed around the insight that Fringe followers are drawn to exploring the unexpected. You can literally see it all at the Fringe Festival.
The campaign included a new logo and web presence, as well as television, outdoor and printed materials (including the festival program). Using the line ‘See it all’, the campaign was a celebration of the unexpected and sometimes bizarre people and performances that make the Vancouver Fringe Festival a unique must-see.
In 2014, the Vancouver Fringe Festival attendance hit an all time record of over 40,000.
Web traffic for unique visitors was up 25% over the previous year.
Online reads of the program guide was up 18% over the previous year and the pick-up rate for the printed program increased 10% over 2013.
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