Rifflandia Festival, one of the longest running large-scale music & arts festivals in Western Canada, sought a savvy multi-platform marketing strategy for their 2023 music festival. The Victoria Times Colonist and Glacier Media Digital executed on a high performance media campaign for 5 months leading up to their festival in September of 2023.
The client’s main goal was driving local Vancouver Island interest and ticket sales, communicating this year’s performer line-ups and introducing a first ever 6 day festival format for Rifflandia in 2023.
Glacier Media Digital delivered a digital marketing strategy that incorporated various advertising channels including Google Ads, Programmatic + Community Display, home page takeovers on The Times Colonist , social contesting, SEO and print.
One of the most significant hurdles in our campaign was attracting entirely new visitors to an already well-established brand in Victoria, B.C., which boasted a substantial following. Our goal was to demonstrate the effectiveness of a strong digital campaign and prove a strong return on ad spend. Through close collaboration with our client and effective coordination with their various IT vendors, we successfully implemented conversion tracking, employed top-tier digital strategies, produced compelling creative content, and achieved an outstanding and industry leading cost per acquisition. Our strategic approach not only led to a surge in new ticket sales but also enabled our client to set new attendance records for the music festival. We’re thrilled to continue our partnership and look forward to further growth in 2024.
The results:
Total impressions – 1,565,392
Total clicks – 74,793
Programmatic Display CTR – 0.21%
Times Colonist Homepage Takeover CTR: 0.19%
Contest Entries from Social Media – 1,780
Ticket sales directly from Google Ads – 8K+
“Glacier Media Digital provided us with the guidance and expertise we needed and played an important role in delivering on a massively successful event for 2023. As a Director of Marketing, a major part of my success is being able to successfully partner with companies that execute on the things they say they can do, and with that I absolutely trust working with Glacier Media Digital in the future. Toby consistently delivered on timely customer service and was a breeze to work with considering the hectic nature of organizing an event of our depth. We are excited to work with them on future campaigns in 2024”.
– Jared Holland (he/him)
Director of Marketing
Rifflandia Festival