To develop a strategic vision for how Liverpool’s new music festival should be focused, and how this reflects the city’s positioning of its music offer.
Beginning with a full strategy, I looked at what the festival is, of, and should be, from a destination marketing viewpoint. It was important, from the city’s perspective, that the festival reflected the ever-evolving creativity of the city, rather than focusing on past successes. That strategy was rolled out alongside a full campaign to promote the music festival and further perceptions of music in the city overall. I also mentored the marketing manager in my first year, supporting her development for future festivals.Now in its third year, my focus is on reinforcing the LIMF brand. Starting with a brand workshop, I am working with the LIMF team and its partners to make sure everyone works to that brand, maintaining the momentum and visibility of the festival’s growth.‘Getting the orientation of a new music festival right is crucial in a crowded market. Working with Rachael meant that my vision for the event was shared and adopted by the wider team, leading to a focused an authentic festival for the city.’
- Yaw Owusu (Liverpool International Music Festival)