Background: Bumbershoot, the largest music festival in the Pacific Northwest knew the best way to increase overall sales was to sell more advance tickets. But the festival isn't top-of-mind in Seattle's soggy spring months. Our challenge was to increase awareness and excitement around the event to drive ticket sales in the notoriously rainy months of April and May.
Creative: The strategy for the campaign led with the idea that Bumbershoot is the city's best time of year. We launched the campaign in April with rain activated headlines strategically placed on sidewalks and pathways in and around Seattle Center, Bumbershoot's staging site.
Before it rained, the sidewalk was just a blank sidewalk.
Before it rained, the sidewalk was just a blank sidewalk.
Before it rained, the sidewalk was just a blank sidewalk.
Before it rained, the sidewalk was just a blank sidewalk.
RAIN ACTIVATED MESSAGES AROUND SEATTLE CENTER
POSTERS, PRINT, OUTDOOR AND DIGITAL
ONLINE VIDEOS AND TV