The NXNE 2018 Campaign Takes Ownership of Its Past Downfalls
Riley von Niessen — May 21, 2018 — Marketing
Rather than sweeping its bad reviews under the rug and rebranding in hopes of former attendees forgetting, the team behind NXNE 2018's campaigns are taking full ownership of where they went wrong in 2017, showing the city of Toronto exactly how they're going to improve this year's events.
While NXNE 2017 took place in a near empty Port Lands venue, this year's will be right in the bustling Yonge-Dundas Square, ensuring a more lively experience that the public can access for free. To highlight last year's downfalls, and the improvements being made to the three-day music festival, the NXNE 2018 team features negative reviews at the beginning of its promotion. To this, they say "we hear you," showing viewers that they shouldn't write it off.
Although much of the lineup has yet to be revealed, NXNE 2018 will feature an impressive roster of performers, including Jazz Cartier, Azealia Banks, U.S. Girls, and Cadence Weapon.
While NXNE 2017 took place in a near empty Port Lands venue, this year's will be right in the bustling Yonge-Dundas Square, ensuring a more lively experience that the public can access for free. To highlight last year's downfalls, and the improvements being made to the three-day music festival, the NXNE 2018 team features negative reviews at the beginning of its promotion. To this, they say "we hear you," showing viewers that they shouldn't write it off.
Although much of the lineup has yet to be revealed, NXNE 2018 will feature an impressive roster of performers, including Jazz Cartier, Azealia Banks, U.S. Girls, and Cadence Weapon.
Trend Themes
1. Transparent Accountability - The NXNE 2018 campaign demonstrates the trend of organizations taking full ownership of their past failures and using transparency to rebuild trust with their audience.
2. Location-based Enhancements - Moving the festival to Yonge-Dundas Square highlights the trend of creating a more vibrant and accessible experience for festival-goers.
3. Narrative-driven Promotion - By featuring negative reviews at the beginning of its promotion, NXNE 2018 taps into the trend of using storytelling to engage viewers and address concerns.
Industry Implications
1. Music Festivals - The music festival industry can leverage the transparent accountability approach of NXNE 2018 to address past issues, rebuild trust, and attract a larger audience.
2. Event Management - The event management industry can explore the use of location-based enhancements, like moving festivals to more vibrant and accessible venues, to enhance attendee experiences.
3. Marketing and Advertising - The marketing and advertising industry can learn from NXNE 2018's narrative-driven promotion strategy, utilizing storytelling to engage audiences and address potential concerns.
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