PARKIES CREATING A STRONG BRAND FROM A SUCCESSFUL MUSIC FESTIVAL

Klant

The Flanders Summer Festival has long been an established event in the festival calendar. With 125 concerts at 17 different locations over a period of 7 weeks, the festival is the biggest ‘home-grown’ event in Flanders and the Netherlands. By providing quality entertainment to local residents in the open air in town, the event attracts over 400,000. Another feature of the festival is its family-oriented nature and the fact it is free of charge.

Opdracht

Comith was given the task of relaunching the festival and creating a brand out of it, while emphasising and developing the concept, and transforming the unique nature of the festival so that the target audience and sponsors alike could perceive the event as a powerful brand.

Oplossing

Parkies is the festival’s new name, underlining the setting of the 17 event venues. The five basic ingredients that define the success of the festival (music, atmosphere, family-oriented, free of charge, respect for the environment) were brought out in all aspects of the communication for the event. The Parkies house style is now clearly defined ...