Introduction

In 2009, a special event took place in the Achterhoek, Netherlands. It was a one-day outdoor dance festival named Greenbeats that aimed to bring together dance, culture, entertainment, and nature into a single unforgettable experience. As a marketing professional, I was responsible for developing the brand identity, advertising campaign, and promotional materials for the festival. I came up with the name "Green Beats" and the tagline "dance loving nature" and designed the festival's logo, graphics, and interactive flash website. Additionally, I created promotional materials such as flyers, posters, and a large highway sign to help spread the word about the festival. The festival's first edition was a big success, with over 3,200 tickets sold out of the 3,500 available and positive feedback from both attendees and local media.

Brand Development

My first task was to develop a suitable brand name that would capture the essence of the festival. After brainstorming several options, we settled on Greenbeats/Dance Loving Nature. This name conveyed the festival's themes of dance, love, and nature, which resonated with our target audience. The name also helped us to develop a fresh and cheerful brand identity that would appeal to young people. The communication strategy was developed to create awareness and excitement for the festival. We used various communication channels, including flyers, posters, roadside banners, and a website. The flyers and posters were designed to be visually appealing, featuring playful 3D objects and 2D designs with photos and video clips. The roadside banner was placed at strategic locations to catch the attention of motorists and create buzz around the festival.

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Creating eye-catching brand materials

The website was designed to provide festival-goers with information about the event, such as the lineup, ticket prices, location, and activities. The website was built using Flash technology, which allowed us to integrate video clips and animations seamlessly. We also included a countdown timer to create a sense of urgency and encourage visitors to buy tickets early. The website was user-friendly and accessible on all devices, including smartphones and tablets. The art direction for the festival was inspired by the themes of dance, love, and nature. We used vibrant colors and playful designs to create a festive atmosphere. The stage was decorated with flowers and other natural elements, which complemented the beautiful surroundings of Stroombroek beach.

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Results & Conclusion

All tickets for the festival were sold out, and the event was a massive success. The festival attracted over 10,000 visitors, and the organizers received positive feedback from attendees. The website had over 50,000 page views, and the promotional materials received excellent engagement on social media. The festival became an annual event, and subsequent editions attracted even more visitors. Greenbeats/Dance Loving Nature was a unique and memorable festival that blended dance, culture, entertainment, and nature into an unforgettable experience. As a marketing communication strategist, I was proud to have contributed to the festival's success by developing a compelling brand identity and communication strategy that resonated with our target audience. The festival's success demonstrated the power of effective branding and communication in creating awareness and driving engagement.