Challenge
To launch, position, and implement a comprehensive integrated marketing strategy to launch two new festivals: RiverBeat Music Festival and SmokeSlam BBQ Festival.
Solution
- Ubuntu worked with the client to establish a marketing team, hold a joint briefing, and coordinate and integrate plans across multiple channels for both festivals. Ubuntu created the brand narratives, positioning, and key message frameworks for both brands.
- Both brands were launched using paid media ads, earned media, social media, and influencer campaigns. The marketing mix also included stakeholder campaigns, media partnerships, promotions, and ticket giveaways.
Results
- 1.19k articles across multiple outlets
- 3.46B in news reach
- 3X increase compared to 2024
- 839.7k views
- 99% positive and neutral sentiment
Working with Michele Anderson and the team at Ubuntu One has been an exceptional experience. Their comprehensive integrated marketing and PR strategy has elevated the visibility and credibility of our events at every level. From brand architecture and narrative development to risk management, media training, and high-profile local and national media coverage across all platforms, Ubuntu One executed with precision, creativity, and genuine collaboration. As a result, our brands have seen a significant year-over-year increase in ticket sales, media reach, and brand awareness.”