Mariachi is heralded as the greatest exponent of traditional Mexican culture. 

Originating in 1897 in Tecalitlán, Jalisco, México, Mariachi Vargas de Tecalitlán is indisputably the most influential Mariachi group in history. In celebration of their monumental 125th-anniversary year, the world’s best Mariachi band set off on a world tour to present their multi-generational repertoire of music to audiences across North America, Europe, and Asia. 

Vancouver was included on the list of cities for a one-night-only performance at Queen Elizabeth Theatre on July 22, 2022. 

Mariachi Vargas de Tecalitlán reached out to Glacier Media Digital (GMD) / Vancouver Is Awesome (VIA) to help them promote their live event. Their main objectives were:

  1. To promote ticket sales for their concert 
  2. To raise awareness in Vancouver of the Mariachi band and its rich history 
  3. To reach people in Vancouver with an interest in concerts and music events, as well as those who appreciate Mexican music and culture.

To achieve these objectives, GMD determined that the most effective way to hit these targets was to produce a sponsored article campaign on VIA about Mariachi Vargas de Tecalitlán and their upcoming concert.

GMD helped promote this sponsored article by launching social drivers and community display ads, and the final results were tremendous!

Key Performance Indicators:

  • The sponsored article generated over 1,550 reads, with an impressive average time on page of 4 minutes and 7 seconds. Additionally, over 245 people shared this article with their networks.
  • There were over 778 clicks generated throughout the article, driving traffic to the event ticketing page as well as to Mariachi Vargas de Tecalitlán’s official website. 
  • The campaign’s social drivers also performed exceptionally well, with over 23,500 total impressions on Instagram, over 1,800 link clicks through Facebook, and over 400 clicks through VIA’s daily e-newsletter.