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Having delivered a fully integrated campaign in 2015, CRAVE tendered for the contract to lead on the development and execution of 2016’s integrated strategy for Liverpool City Council’s, Liverpool International Music Festival. CRAVE’s response comprised a coordinated marketing plan to profile, advertise and promote LIMF across all key events and sub-brands that make up the annual programme: LIMF Summer Jam, LIMF Presents and LIMF Academy. The strategy focused on raising LIMF’s profile regionally, nationally and internationally, further establishing the positioning for the festival, reflecting the existing strategic approach, vision and programming of the festival’s curator.

Key to the success of the execution was in developing further the brand, its personality and collateral, upkeeping a consistent yet fresh feel. The brand and its marketing needed to be accessible and translatable across a number of target audiences relating to the diverse audience of the music festival and indeed the city. Messaging needed to be able to be communicated in a contemporary and relevant style, highlighting the diversity, quality and inclusiveness of the festival and its appeal to multiple audiences.

DELIVERABLES: MARKETING STRATEGY, DIGITAL MARKETING, SOCIAL MEDIA MANAGEMENT, BRAND IDENTITY, BRAND POSITIONING, ART DIRECTION