Challenge

Blue Highway Fest, held annually in Big Stone Gap, VA, sought to increase ticket sales for the 2024 festival amid growing competition from other events in the region. With a diverse lineup of artists and activities, the festival needed a targeted digital marketing strategy to reach both loyal attendees and new audiences.

Strategy

Ripl Creative created a comprehensive campaign focused on reaching bluegrass and Americana music fans within a 100-mile radius of Big Stone Gap, VA. Key components included:

• Paid Social Media: Leveraged Facebook and Instagram ads targeting music enthusiasts, families, and local community members, using engaging video content and artist highlights.
• Targeted Display Ads: Employed display ads focused on users who had attended similar music festivals or shown interest in bluegrass and Americana genres.
• Email Marketing: Developed segmented email campaigns to past attendees, offering early-bird discounts and personalized artist recommendations.
• Organic Social Media Content: Developed a robust organic content strategy for Facebook and Instagram, including weekly countdown posts, artist spotlights, behind-the-scenes clips, and fan engagement posts to keep excitement building. We also shared exclusive interviews with artists and interactive content.
• Billboards, Radio, and TV Spots: Positioned billboards in high-traffic areas around the Tri-Cities region and ran radio and TV spots on local stations to reach audiences who may not be as active on digital channels but are likely to attend local events.
• Real-Time Social Media Management: Ripl Creative managed social media live during the festival, sharing real-time updates, professional photos, and engaging with attendees online. These efforts kept the community engaged, and attracted new followers.

Results

The campaign significantly increased engagement and ticket sales:

• 32% increase in ticket sales compared to the previous year.
• 40% boost in website traffic from social media channels.
• High engagement rates on organic social posts, with fans actively sharing and discussing the festival online.
• Increased brand recognition in surrounding areas from billboards, radio, and TV spots, helping drive additional local interest.

By optimizing digital channels and targeting the right audience, we successfully helped Blue Highway Fest achieve one of its most successful events to date.