Project Description

Project Brief

After 13 years of being mainly an Afrikaans Festival, Innibos National Arts Festival took the bold step to incorporate English Theatre into their programme.  In an attempt to increase their diversity and strengthen the brand across the country.  Innibos approached Mindful Marketing to assist with strategy and execution.

The Challenge

Captivating the English Audience without Alienating the Afrikaans Audience. Timing was also a slight challenge. Campaign brief was discussed just 6 weeks before Opening Night.

The Solution

A detailed marketing strategy designed to appeal to all audiences. Using National Media, print and radio, campaign messaging and strapline was rolled out.  An rigid digital marketing campaign was design to showcase not only Sponsors, but actors and local personalities.

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