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Travel & Tourism

Michigan Renaissance Festival

OVERVIEW:

While the atmosphere may be decidedly old school (harkening back to the reign of Queen Elizabeth I), the advertising approach for the Michigan Renaissance Festival was thoroughly modern and multi-screen. Seeking to increase attendance and attract customers from the Detroit area as well as Flint, Lansing and Grand Rapids, the festival worked with Comcast Spotlight to spread the word to townspeople near and far.

STRATEGY:

To reach potential attendees, the festival aired television commercials on a cross-section of top networks with broad audiences including A&E, Cartoon Network, Comedy Central, Discovery, Food Network, FOX Sports Detroit, History, Syfy, TNT and USA. Online advertising on Xfinity.com enhanced that reach with banner and in-banner video advertising, offering a link to the festival’s website, where tickets could be purchased at a discount.

SUCCESS:

Overall sales of tickets, food and merchandise increased 12% year-over-year from their multi-screen advertising campaign.