Festival Facelift

Client: Gettysburg Bluegrass Festival

Scope: Re-branding, print marketing, collateral design, web design, email marketing, radio production, social media strategy, social media branding, digital advertising

Ask anyone in bluegrass and they’ll tell you that you haven’t made it unless you’ve played at Gettysburg. After more than 30 years and 60 festivals, the Gettysburg Bluegrass Festival was ready for an upgrade. 2010 brought a brand new stage to the venue and is considered the “best stage in bluegrass” by a number of artists. With this stage, Festival organizers Rich and Cyndie Winkelmann knew the brand needed a kick in the pants.

Though bluegrass is growing in popularity among young professional adults, Gettysburg’s crowds have been more traditional and skewed to the upper end of the demographic. 3rd Idea was charged with bringing the festival to a younger demo while simultaneously not alienating the older audience.

We achieved this balance through a new logo, branded collateral and highly targeted advertising campaign that included print, radio, facebook, digital and billboard advertising. Much of the design was grounded in traditional country colors while edge was brought in through a number of design elements. Streaming internet radio, facebook and print ads were geared toward the 25 – 34 demo while the more traditional marketing served as maintenance for the current audience. The new highly-interactive website features “Bluegrass TV” a YouTube channel dedicated to the festival, the listening room to help those who’s interest is piqued to try out some of the artists before buying a ticket and a blog, facebook and twitter feed.

Rebranding // Old & New

Printed Collateral

Print & Outdoor

Website & Social Media

Radio