In 2009 Marysville was ravaged by the Back Saturday bushfires. On that day only 14 of over 400 buildings were still standing. Over the years since, the township has gone through a rebirth and rebuild. In 2015 The Marysville Jazz & Blues Weekend was started by the local Lions Club to celebrate all that is great about the area and kickstart tourism again. In 2018, The Incubator in collaboration with Roadmap Strategy set out to make this festival sing.
Working with our strategic partner Roadmap Strategy a plan was built to engage the locals and community groups to increase exposure and attendance to the event.
Rather than promoting the event as another music festival, the strategy was to examine the project from the lens of tourism location marketing. This proposition to come back and explore Marysville, added to the experience of the Festival. The colour and flourish of the Australian King Parrot, was the right metaphor for the rebirth of the town.
With a focus on local tourism, strong partnerships were established with local tourism bodies and a new strategic relationship with the RACV to promote the event to the lucrative baby boomer / genX market. Strategic implementation of band posters/ street art and target postcard distributions were used to drive local awareness and excitement.
Design & Layout