Marketing Strategy for Music Festival

Public Relations is best described as an art form since as a discipline, it represents the art of winning publicity, influencing opinions, eliminating prejudices and establishing a good reputation. How does it look like when two art disciplines meet?

In June, we presented the first edition of the Garden of Dreams Festival at several locations in Sarajevo. This annual music and arts festival brings together different genres of electronic music and unique locations that resemble art installations. Tickets for this year's first festival have sold out for almost every event, and audiences are already looking forward to the next edition. But we do not only owe success to famous performers, but to a large extent also to strategic marketing activities, with an emphasis on interactivity and innovation.

Together with our media partners, we are always on the lookout for new ideas and devising a unique approach, because no matter how well known performers are to the general public, planning is essential to get maximum attendance. We know that audiences do not come to events by accident or because they were satisfied last year, but because of constant reminders before and during the event.

Thanks to its presence on Social Media, Garden of Dreams has reached the widest possible audience, and the number of fans worldwide is constantly growing. During the festival, all profiles are constantly updated with professional photos, while graphics are used throughout the year when ticket sales, performers and dates are announced. Certain Festival programs are available live on YouTube and Facebook for anyone who hasn’t had a chance to visit the Garden of Dreams this year.

Photos and visual identity make up a large part of the Garden of Dreams brand, but apart from official photos, a lot of visitor-shared photos can also be found on online. Thus, thanks to integrated marketing activities and performers who perform and promote this Festival, it also ensures the promotion of the city of Sarajevo, as media coverage has a global reach through Social Media, and consequently affects the local community through image and brand enhancement.

Garden of Dreams has successfully used photography and video in communication to create excitement about a particular performance, keep visitors informed, and save unforgettable moments as a lifetime reminders of a great time at the Festival!