11. Client Brief Client: Vans Shoe Manufacturer Product or Service: Warped Tour Submitted By: Samantha Totten Date: 9/13/10 ย ย The Warped Tour is one of the longest-running touring music festivals in the world. It was started fifteen years ago as a BMX/skateboarding/extreme sports and music festival, but has evolved to showcase only music. Originally, the event only showcased punk rock music because that was the typical music played during extreme sporting, but today, it has become somewhat more diverse. This annual tour has been sponsored by the shoe manufacturer Vans since 1995. It is typically held in large outdoor venues, such as parking lots, fields or large amphitheaters so that multiple stages can be constructed (up to 100 bands have been known to play in one day). The creative objective is to highlight how the event is more musically diverse, while shattering all negative conceptions and criticisms regarding the event. Often included with brand characteristics are: red and black as the main colors, the Vans logo above an arrow with the event title inside, and a microphone wrapped around it. Even though this is the brandโs main recognition, most people do not know the history behind the event or why Vans is the event sponsor, so the meaning of the logo is somewhat lost. The target markets for Warped Tour are teens and young adults who enjoy listening to alternative/punk/rock music. Currently, there are a lot of negative connotations and stereotypes surrounding this event. In fact, some people are still under the impression or still hate the fact that their old favorite bands are not part of Warped Tour, or that the event has the same bands every year. This is not the case. While old favorites make appearances on Warped Tour for specific venues, those bands are not part of the tour anymore because the music that Warped Tourโs target market listen to today has adapted. Instead of ska or hard-core metal/punk rock, these genres of music have changed to a more alternative or pop rock or pop punk rock type of music. The desired perception is that older fans of this event will look past their criticisms and accept the musical changes that are now part of the tour. Hopefully, long-time fans will see that Warped Tour is still an awesome, well-liked event that draws thousands of people every year. By both showcasing up-and-coming bands and still incorporating old favorites once in awhile, Warped Tour could be really successful. With a print ad that represents those ideals, the desired behavior is unity and understanding from all fans. There are no special requests or mandatory essentials for this event, other than buying a ticket, which is $35. It is an all-day event with 50-100 bands performing at venues across the nation. The goal of the print ad is make the 2011 Warped Tour the most successful event in its history.
