Harbourage is comin’ on strong Sept. 5, and we can’t wait to rock out with all our party-lovin’ friends and partners.
Last year, as an event-goer and general lover of times, Harbourage was a laugh.
As a marketeer and promo partner, it was a series of WTFs.
This year was easier.
Way Back Then
Lorne went from “It’d be cool to have a festival on the harbour front,” to “Ok, it’s happening,” in zero minutes, one month before the show. I don’t know what made me jump. Lorne is cool? I wanted to help rock the promo? It was a challenge, and a party, and the vision of boppin’ pops in the VIP was a power-townie’s dream come true.
Note: I’m only half kidding.
The accomplishments with marketing the show were great. Transcontinental let us rock a new technology that really spiked impressions (aka eyes-on-the-brand). The posters and the big downtown store-floor stickers were great. The Facebook page and ads and the landing site all did their thing, but sometimes a great success boils down to good timing: sweet weather + wicked line-up of talent + the all important: partnerships.
Up to date
This year we had more time to promote and I’m still laughing at the boys (Jon and Lorne, the masterminds behind the whole show) who kicked things up a notch with longer promo, more digital and tradish channels, a faster flow. And the best the summer contest: where you have to find the big-ass lighthouse they built around town and rock a selfie for the chance to win two passes to the show.
Have you seen that thing?
When we were talking about doing it a few months back, I thought “If the boys actually do this, they’re deadly.” Well, they did it, and it worked. And they’re deadly. All hands are pumped for the show next weekend and I see it everywhere. The hype! The fun!
How to giv’er
A word about audacious ideas: they work. I don’t know about you, but I’m so over the flat, digital, multi-iterative approach to advertising. I get digital. I love digital. But can we build more big logo-inspired lighthouses and parade that shit around the city? Or get old Dickie Dee ice cream bikes and rebrand them to sell Gelato like Newfoundland Chocolate Company did a few months back?
Our team are all over these kinds of ideas lately. They make customers FEEL more than a banner ad ever will.
Goin’ to the show?
So we’ll see you at Harbourage, a hippy-shake rockfest that everyone will be talking about all fall. The best part is all about what Rich Aucion is planning to do in his set!
PS: And after Harbourage, run to the official after party – a night of motown hits sung by a pile of great artists like Amelia Curran, Jody Richardson, Jenny Gear, Mark Bragg, Stephanie O’Brien, Me and a bunch of others! It’s all in support of an incredible organization I’m a part of: It’s Mental.