Rhythm and Vines 2008
Event marketing
Brief
Rhythm and Vines 08 was transformed from a one-day New Years Eve party to a highly professional three-day music festival. RnV wanted to showcase the event to the world as NZ's leading locally-produced festival with an objective to have 22,000+ people attending, up from 14,000 in 2007.
AmbientX were also charged with coming up with NZ's best festival VIP Lounge to create the best kiwi music brand experience for the huge number of local and international artists, celebrities and media who attended the festival.
Solution
A highly integrated marketing plan was developed, utilising street media, guerrilla marketing, digital and social network management as well as standard PR, radio, press and TV advertising and marketing.
AmbientX also created an amazing VIP experience, utilising local Iwi (tribe) to provide art and entertainment, as well as showcasing burlesque and the best fine wines and spirits.
Results
24,000 people attended the highly successful RnV 08 andthe festival garnered well spread coverage across global media, with The Guardian (UK) voting it one of the top 5 festivals to visit around the world.
The VIP experience was overwhelmingly received, with people cramming to try and get into the area and numerous comments on the look, feel and theming of the area.
