Local visionaries were looking to bring Tallahassee’s first-ever music and literature festival to the newest outdoor venue, Cascades Park. The Word of South festival brought together the love of both music and written word for a unique blend of events that would appeal to audiences of all ages and interests. Event organizers brought in big talent acts that were sure to draw crowds, including the Avett Brothers, Sublime with Rome, and Oscar-winner J.K. Simmons. With the festival kicking off in the area for the first time, it was essential to create a strong brand and increase awareness quickly.
BowStern was hired to launch a marketing campaign that would attract attendees and successfully brand the festival for years to come. By using an array of marketing tactics, the team was able to execute a seamless campaign that drove awareness and attendance for the festival.
The team developed a streamlined website designed to inform users about festival and the performing artists. The site enabled visitors to easily check out artists with quick access to bios, websites and music samples. The site encompassed all relevant information about the festival and incorporated a landing page where visitors could sign up for festival emails.
The comprehensive marketing efforts included public relations, paid advertising, video development, app development, promotional items, event signage and social media. The collective effort resulted in overwhelming interest and awareness of the festival.
The Word of South festival was a chart-topping success, attracting attendees throughout weekend and entertaining guests of all ages.
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