Harvest Jazz & Blues Festival 2008
Challenge
Boasting a diverse roster of "the best in established and up-and-coming talent", Fredericton's Harvest Jazz and Blues Festival was in need of a promotional campaign design that would capture the hype surrounding an event that has become a true East Coast music experience. One that would speak to both the mature festival patron, as well as, a younger, new generation, audience. The Festival was also looking to take better advantage of their website as an opportunity for a media-rich online experience and to encourage online tickets sales.
Solutions
The introduction of the 2008 Harvest Badge as a prominent graphic element was the thematic focal point of a strong and widely recognizable identity for this year's festival. High contrast colours and lively patterns set against a backdrop of moody jazz and blues imagery, resulted in a fun, high energy, yet legible, design that would have wide appeal.
The Harvest website was reorganized for greater focus on key event information and more frequent updates. The most significant enhancement was the addition of easy-to-browse artist profile page. Over 60 media-rich artist profiles, including pics, bios, site links, music and video clips, can now be sorted and browsed from a single web page.
A fully integrated e-mail campaign was added to provide eager subcribers with direct access to the information they wanted most: featured artist content, local music events, promotions and online ticket options.
Results
Thanks in large part to a reinvigorated email campaign, 2008 was a record year in sales for the Harvest Jazz and Blues Festival. With easier access to online ticketing, the Harvest email campaign supported a dramatic boost to online sales, particularly in the first 4 hours of ticket availability.
The website redesign also met success as key pages such as schedule, tickets, and artists, recieved heavy traffic. In the days leading up to the Festival, the artist page was visited frequently as users could quickly and easily look up musician bios, audio and video samples, and performance dates before the Festival launch.
The 2008 design was widely embraced by both Festival volunteers and staff, as well, as patrons.
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