MARKETING PLAN
The Project
Day Trip Festival is the largest house-music-dedicated event in the United States, bringing in 25,000 fans per day to the Queen Mary Waterfront during the first days of summer.
For the 2023 edition of the festival, the value proposition was fortified by opening up all of the hotel rooms aboard the iconic Queen Mary exclusively to Day Trip Festival attendees. This meant re-positioning the festival from a literal “Day Trip” to a true, destination weekender for house music heads.
The marketing strategy for the festival was built around 3 pillars:
Asserting credibility as the leading curator in house music in the United States
Educating consumers about the unique, destination-focused offerings for Day Trip Festival 2023
Aligning the event with the fleeting thrill of summer itself
The Role: Marketing Director
Established the marketing strategy and led a cross-functional team across digital advertising, social media, OOH, third party endemic channels, and artist platforms to build brand equity and achieve a sellout.
The Results
Sold Out Day Trip Festival 2023 at 25,000 tickets per day, 12 Days ahead of the event. Sold out Hotel Rooms
Grew Instagram following by 15K (25% increase)
Multi-Camera, full-set recordings from Dombresky, Duke Dumont, Noizu, and more key DJs amassed over 200K views on YouTube.
New Music Friday campaign yielded 15K+ Instagram engagements and 20K+ Email opens.
Queen Mary Tour video became the most-viewed and engaged-with video on Day Trip’s Instagram and TikTok.
