MARKETING PLAN
The Project
Day Trip Festival is the largest house-music-dedicated event in the United States, bringing in 25,000 fans per day to the Queen Mary Waterfront during the first days of summer.
For the 2023 edition of the festival, the value proposition was fortified by opening up all of the hotel rooms aboard the iconic Queen Mary exclusively to Day Trip Festival attendees. This meant re-positioning the festival from a literal “Day Trip” to a true, destination weekender for house music heads.
The marketing strategy for the festival was built around 3 pillars:
Asserting credibility as the leading curator in house music in the United States
Educating consumers about the unique, destination-focused offerings for Day Trip Festival 2023
Aligning the event with the fleeting thrill of summer itself
The Role: Marketing Director
Established the marketing strategy and led a cross-functional team across digital advertising, social media, OOH, third party endemic channels, and artist platforms to build brand equity and achieve a sellout.
The Results
Sold Out Day Trip Festival 2023 at 25,000 tickets per day, 12 Days ahead of the event. Sold out Hotel Rooms
Grew Instagram following by 15K (25% increase)
Multi-Camera, full-set recordings from Dombresky, Duke Dumont, Noizu, and more key DJs amassed over 200K views on YouTube.
New Music Friday campaign yielded 15K+ Instagram engagements and 20K+ Email opens.
Queen Mary Tour video became the most-viewed and engaged-with video on Day Trip’s Instagram and TikTok.
LINEUP TRAILER
Lineup trailer for Day Trip Festival 2023, focusing on exciting artist content, and the collective star power of the curation. Trailer ran on Organic IG, TikTok, YouTube (16:9), Snapchat, and Meta and was shared by artist channels as well.
NEW MUSIC FRIDAY
New Music Friday reels – starring Shelley the Disco Turtle – were shared as an Instagram carousel every Friday for the final 4 weeks of the marketing campaign. They were also shared via email and liked back to full tracks on the festival website. The 4 Instagram posts garnered 15K+ engagements, and the email campaign resulted in over 20K opens.
THE ASSETS
QUEEN MARY TOUR
This deliberately casual production, touring the Queen Mary and explaining the value proposition of booking a room during Day Trip Festival, became the most-viewed Instagram video in the history of the @daytripla account (over 220K views), as well as the all-time most-viewed and engaged-with TikTok for the brand (over 285K views, 6K engagements).
COUNTDOWN
To build excitement for the event (even though we had already sold out at this stage of the campaign), we repurposed some un-used footage from our announcement trailer to bring the narrative full-circle, while counting down the days to showtime.
PHOTO MONTAGE
A vibrant remix of photos from Day Trip Festival 2022, this photo collage asset ran in ads across TikTok, YouTube (16:9), Snapchat and YouTube. The creative direction provided a welcome contrast from the rest of the campaign and became one of the best-performing videos in the campaign ($1 / LPV in aggregate).
SOLD OUT
The opportunity to lock in tickets to the biggest house music festival in the USA has been swept away, just like the tides and the changing seasons.
