THE MUSIC OF JOHN LEWIS

Jazz at Lincoln Center approached The Syndicate to promote the new release, The Music of John Lewis, from the Jazz at Lincoln Center Orchestra with Wynton Marsalis featuring Jon Batiste.

OBJECTIVE

 

Created and implemented a street marketing campaign across four music festivals, while facilitating a unique outdoor advertising campaign. The goal was to increase awareness and buzz around the new release, while engaging fans of jazz music across four markets.

  • Deployed a 12-day grassroots campaign during 4 music and culture festivals:
    • South by Southwest, Austin, TX
    • New Orleans Jazz & Heritage Festival, New Orleans, LA
    • Newport Jazz Festival, Newport, RI
    • Atlanta Jazz Festival, Atlanta, GA
  • Coordinated a two-fold outdoor advertising campaign that included:
    • 10 digital baggage claim screens within New Orleans’ Louis Armstrong Airport
    • 5 wrapped Pedi cabs around New Orleans during Jazzfest
  • Initiated a street marketing team comprised of jazz enthusiasts to distribute postcards, hang posters and vocally promote The Music of John Lewis

EXECUTION

  • 905,736 impressions at the Louis Armstrong New Orleans International Airport
  • 525,000 impressions from branded Pedi cabs around New Orleans over three weeks
  • 30,000 4” x 6” postcards distributed across 4 festivals
  • 800 11” x 17” posters displayed in 4 markets throughout the campaign
  • 20+ street marketing representatives engaged, educated and influenced consumers in major jazz markets


 

 

 

 

 

 

 

IMPACT