MARKETING PLAN
The Project
Forever Midnight is a two-day, two-city New Year’s Weekend house & techno festival in Los Angeles and Las Vegas, which Insomniac launched in 2023.
Because Forever Midnight was a new brand that had never executed an event before, the marketing campaign sought to excite our potential audience through:
Artist-centric social media and advertising content to entice fans of artists on the lineup
Location-focused content to positioned the event’s two cities as key selling points for both events
Realistic renderings of the festival experience to illuminate the value proposition for the event
A youthful, trendy tone of voice across marketing channels to resonate with ‘heads’ and more casual fans of dance music alike
The Role: Marketing Director
After being assigned to the project in August – just 48 hours before the event announcements – I became responsible for supervising and mentoring two marketing coordinators who had led the initial campaign planning up until that point. Under my guidance, we 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 drive ticket sales.
The Results
Grew Instagram following from 0 to 17K+ over the 5 month duration of the campaign
Sold 15,000 tickets per day to Forever Midnight Los Angeles
Sold 7,000 tickets per day to Forever Midnight Las Vegas
Secured the return of Forever Midnight in 2024
THE ASSETS
