We were engaged by the Marysville Jazz and Blues Weekend to develop their brand identify, connect them with their target audience and of course achieve record attendance at this years’ event.
But what was the point of difference for this jazz and blues weekend. It was in the essence and the soul of Marysville itself – it’s a town that rebuilt after the Black Saturday fires, it is about local people, local makers, local produce and a village set in the Australian bush with an abundance of wildlife. For the locals it’s their village, their community and where they belong. For visitors it’s about the mystical and magical journey through the Black Spur to the village that is Marysville.
Our fork in the road was to the choice between playing the tourism icon card or winning the hearts and minds of the locals. For Marysville the choice was clear, and our journey began visually connecting the hearts of the locals with their village. A visual identity that they would share and that would tell the story of the 2018 Marysville Jazz and Blues Weekend.
The Weekends identity has been set for the 2018 Marysville Jazz and Blues Weekend. It captures nature, renewal, energy and regrowth of the region while capturing the vibrancy of the region through the Australian King Parrots that call Marysville home.
This week we are proudly launched our creative to support building the brand for the Marysville Jazz and Blues Weekend. We look forward to sharing the execution of our marketing roadmap and the results of our work for the 2018 Marysville Jazz and Blues Weekend soon.
In addition to developing the events visual identity, Roadmap Strategy developed and delivered the marketing strategy to build the brand and drive attendance to the event. Read more about our strategy and our results in the article below.