There’s no thrill quite like a music festival and The Great Outdoors Comedy Festival captures this feeling with the sizzle of live comedy. With the festival growing across Canada, we had our work cut out for us.
Marketing/Brand Strategy, Creative Campaign, Video Development, Writing, Design, Media Planning/Buying, Digital
The Great Outdoors Comedy Festival is a unique blend of comedy club and outdoor festival. The 2023 festival expanded to include two new cities, bringing the world’s best comedians to Edmonton, Calgary, Halifax and Vancouver.
The Great Outdoors Comedy Festival first hit the grass in 2021, bringing laughter to Edmonton’s outdoors before expanding to Calgary as well in 2022. As they continue to grow, the festival needed a brand and marketing strategy and campaign creative that could successfully launch them into new markets and grow their current markets.
Our goal was simple—sell tickets to Great Outdoors Comedy Festivals.
The strategy team thoroughly reviewed the festival’s competitors in each market to determine the best way to position The Great Outdoors Comedy Festival among other entertainment options in each market. We built their creative campaign highlighting the festival’s main selling features: its beautiful outdoor venue and killer line-up.
This campaign launched in April, 2023 supporting each festival’s line-up announcements and ticket launches until the last festival in September, 2023. This included partnering with the local tourism authority and social media influencers to reach audiences in each market, while activating paid marketing channels like Google, Facebook, Instagram, TikTok, Spotify, TV, radio, out-of-home, print, connected TV and community postering.
Over the course of the campaign, our content and advertising efforts have generated awareness and, more importantly, sales for The Great Outdoors Comedy Festival. This included selling out five shows (two of which sold out hours after tickets went on sale).
Compared to 2022, this year The Great Outdoors Comedy Festival website saw an increase of 110% in unique user hits, 277% in page views and 33% in engagement rate. The online ad campaigns saw over 12 million impressions and an above-average click-through rate, and the organic social media campaign saw huge spikes in followers (456%), impressions (437%), engagement (234%), and video views (480%). The campaign’s print advertising garnered over 194,000 impressions across Canada. Our out-of-home ads included lifestyle advertising and wrapped vehicles and garnered 3,185,156 impressions across Canada.