With a 30th anniversary in 2014, the festival needed a refreshed, but authentic and accessible brand campaign to help it compete with the numerous other arts festivals and entertainment options that Vancouver offers.
Using the line ‘See it all’, the campaign was a celebration of the unexpected and sometimes bizarre people and performances that make the Vancouver Fringe Festival a unique must-see.
Attendance hit an all time record of over 40,000. Web traffic for unique visitors was up 25% over the previous year. Online reads of the program guide was up 18% over the previous year and the pick-up rate for the printed program increased 10% over 2013.
The campaign included a new logo and web presence, as well as television, outdoor and printed materials (including the festival program).
Agency: St. Bernadine Mission Communications, Vancouver
Creative Directors: Andrew Samuel, David Walker
Art Director: Rory o'Sulllivan
Copywriter: David Walker, Nima Samadi
Accounts: Mike Krafczyk