The Jazz Fest 2016 campaign involved several print, digital, and social media promotions to engage the New Orleans community. A series of clues were posted on social media platforms over a month-long period to promote a contest to win Jazz Fest tickets. Additionally, advertisements ran in the Gambit newspaper and on bestofneworleans.com directing people to learn more about the contest online.

1. Jazz Fest 2016 Campaign Recap

2. Print
Miller brand full page ad in Gambit
March 22 – April 26
208,139
Gambit Cume Readership
(The MediaAudit:Fall 2014)
40,000
weekly circulation

3. Print
Contest half page promotional ad in Gambit
March 22 – April 26
208,139
Gambit Cume Readership
(The MediaAudit:Fall 2014)
40,000
weekly circulation

4. bestofneworleans.com/flag
(Landing page views: 4,711)

5. bestofneworleans.com/win
Promotional Screenshot

6. Capture the Flag
Gambit Goods Promotional Post

7. Capture the Flag
Social Media Campaign
3/30/16 – 4/15/16
Gambit Facebook Followers: 31,000+
Gambit Instagram Followers: 15.8k+

8. Promotion Announcement:
Monday, March 21

9. First clue: March 23

10. Second clue: March 25

11. Third clue: March 30

12. Fourth clue: April 1

13. Fifth clue: April 6

14. Sixth clue: April 8

15. Seventh clue: April 13

16. Eighth clue: April 15

17. Instagram post: March 29

18. Digital web package: linking to
bestofneworleans.com/jazzfest
March 22 – April 26
Impressions: 264,739 Clicks: 343 Delivery rate 110%

19. bestofneworleans.com/winjazzfest landing page

20. Exclusive e-Blast on 3/23
Opens – 6,257
Unique Clicks – 1,775

21. Exclusive e-blast on 4/6
Opens – 5,762
Unique Clicks – 980

22. Bestofneworleans.com/win