MARKETING PLAN
The Project
Escape is Halloween’s Largest Music Festival – hands-down, bar-none – drawing over 85,000 attendees per day to Southern California’s National Orange Show Event Center across it’s 2 day length.
Taking world-class DJ talent and pairing them with amusement park level production, Escape Halloween is truly an experience to behold.
For the 2024 edition of Escape, we modified our venue layout to improve crowd flow and expand stage capacities to allow for more tickets to be sold, and to create an overall improvement to the attendee experience.
In addition to this exciting update, we also partnered with Boiler Room for the first time ever to curate an underground stage, and stream full sets from it on their YouTube channel.
The marketing strategy for the festival was built around 3 pillars:
Build belief in the brand promise that Escape is Halloween’s Largest Music Festival.
Create a series of highly-targeted campaigns, each based around our stage hosts, and their respective genre-focused communities.
Create a functional-messaging campaign, in which the improvements to the festival experience vs years previous are communicated to our audience clearly.
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 maximize ticket sales, revenue, and build brand equity in Escape Halloween.
The Results
Increased ticket sales by 25% vs Year Previous, and an all-time-high record for attendance at this festival.
Grew Instagram following by 10% (+30% growth vs. YP)
SMS Signup Campaign garnered over 15K opt-ins
Increased Presale tickets for Escape 2025 by +50% vs. YP in the week following the festival.
Boiler Room sets garnered over 250K views.
