MARKETING PLAN
The Project
Day Trip Festival is the largest house-music-dedicated event in the United States, bringing in over 25,000 fans per day to the Queen Mary Waterfront during the first days of summer.
For the 2024 edition of the festival, the grounds were expanded, enabling us to safely sell more tickets than we had in years prior. From a booking perspective, the festival also offered a stage that was fully dedicated to techno for the first time ever – a risky proposition for our audience, who had come to expect the same thing from us year over year.
The marketing strategy for the festival was built around 4 pillars:
Asserting credibility as a leading curator in house and techno music in the United States.
Pulling fans of techno music into our audience by balancing the playfulness of the Day Trip brand with the coolness and sophistication that a techno audience has come to expect.
Educating consumers about the unique, destination-focused offerings for Day Trip Festival 2024.
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 2026 at 27,500 tickets per day, +10% vs YP – all-time-high ticket sales and revenue for the festival.
Sold Out all Hotel Rooms.
Sold Out all Afterparties on the festival grounds.
Grew Instagram following by 20K (+20% growth vs. YP)
Partnered with 626 Night Market for a pop-up party that garnered over 1,500 attendees.
Partnered with Beatport to capture multi-cam recordings of full sets from over 20 artists, including Armand Van Helden, Hugel, Sonny Fodera, and more; all garnering over 1.2 Million Views.
