Project Description

Project Brief

Live music events are becoming one of young Canadians’ favorite pastimes. Online conversations about live music events saw a 34% increase this year as compared to last festival season, which equates to over 20 million online conversations. The high prevalence of Millennials driving this conversation signals that conversation will only continue to grow in future years. We gathered a sample of over 350 users who had participated to at least 3 of our events. 42.65% of our audience is between 30 and 39 years old. 26.56% of our audience is has an average income of:  $50,000 – $74,999. 42.00% of our audience prefers rum as an alcoholic drink.

The Challenge

Maximize marketing strategies through co-branding and advertising with the largest Latin music event in Montreal and an online reach of over 250,000 users.

Increased visibility and positioning, as well as opportunities for client appreciation and business development.

Exposure at a prime venue, the St-James Theatre and St-Jax Church. Total capacity: 2,000.

Being part of the process of innovation and community transformation.

The Solution

We promised to Montreal the most original Latin dance party this city has ever seen. And we did it!! We took Latin music lovers to St-James Theater, came up with molecular cocktails and introduced vinyl sound. Now IllumiNIghts is the most entertaining event In Canada where dancers and biggest names in business burn the dance floor. Over 700 guests show up at every event and and have turned IllumiNights into a brand that it is today. We reached was over 115k people on Facebook and 5.5k responded and shared our event.

Conceptual Design Samples

What is Experiential Marketing?

EM is the act of creating unique, face-to-face branded experiences. It’s a strategy that engages the consumers and creates a closer bond with the brand by immersing them in a memorable event.

Final Result & Client Satisfaction

Movie like party with amazing dancers, beautiful people and décor. Warm staff and and some crazy drinks at the bar.

Tommy Mathieu