Summer is synonymous with holidays, parties, adventures and meetings … but especially music festivals ! From August 12 to 18, and for its 62nd edition, the Confolens Festival takes us on a world tour in the heart of the Charente ! Groups, dancers, singers and musicians from 5 continents, talented and passionate, come together to offer the 100,000 expected festival-goers unforgettable memories always richer in emotions.
Becoming a cultural event in New Aquitaine, and the largest Folklore Festival at the national level, the Festival of World Music and Dancing has entrusted this year its communication to the agency CWA, which has chosen a strategy 360 ° to seduce a new target and bring it into the dance
The communication of the Festival: a challenge to continue to seduce !
The event, raised to 99% by faithful volunteers, committed and enthusiastic, is already requisite, especially for locals. its 62 years of existence have largely contributed to the fame of the Festival, they mainly require the event to renew itself to attract more and more people.
Indeed, in 2017 1 French out of 10 visited a festival. That’s why the agency CWA was glad to organise a unique and modern communication, with an objectif to attract a young target and to impose the Festival as the unmissable event of this summer. The agency has played on a fres, cokirful and original graphic identity in order to show the dynamism of the event.
The Festival poster, available through all on-and offline display media (social media,bus, display…) big-back-buses, displays, etc.), in the summer, with priority given to the entire Nouvelle-Aquitaine region. They will also benefit from virality of the WEB to reach a national target. The is a novelty for the association !
The agency has indeed nourished the essence of the Festival and the spirit of word of mouth that has made its reputation for decades to give new impetus to its promotion. It is therefore with particular emphasis on digital communication that the agency has decided to promote the Festival, always maintaining its cultural, social and economic role within the region … but also and above all its commitment to topics more than never relevant: tolerance, fraternity between peoples and peace in the world.
The focus on social networks: a vector to create the link
The idea was breaking the old-fashioned image of a festival dedicated to folklore, CWA has chosen to rely focus on social networks, which are very popular but, above all, widely used by the young generation or families to get inspired and find their good summer plans. In fact, it is estimated that of the 60% of French people who went on leisure trips in 2015, 77% consulted the Internet and the networks to prepare their stay.
Thanks to a well-crafted editorial strategy articulated around powerful visuals, playful and surprising contents, the agency has succeeded in attributing to the Confolens Festival a real personality.
But beyond focusing on a particularly qualified target, the goal is to count on the virality of information by reaching individuals from all over France. And it is by using the strengths of each social network that the Festival intends to broaden its audience. Facebook, Instagram, Twitter: each network has its vocation and therefore its own editorial strategy but a common goal : creating a link with the target.
If we add to the large cross-channel operations the internal operations of volunteers and relay communication by the faithful partners of the Association (more than 200), it seems that the Festival of Confolens will make noise, especially at the local level, rhis year.
The first very encouraging returns …
With very encouraging first feedback and increasingly important interactions on social networks, the strategy of the CWA agency, which has chosen to focus on the complementarity and diversity of the media while respecting the proximity logic, seems promising. We let you book your tickets …
The Festival of Confolens – From 12 to 18 August 2019. Program with THE CONDOR and TRI YANN and 17 groups from Belarus, China, Congo-Brazzaville, Ecuador, France, Ghana, Hungary, Mexico, Paraguay , Netherlands and Turkey.
And many other activities to discover!
To learn more about the 62nd edition and its programming: www.festivaldeconfolens.com