This project was created for a music venue in Copenhagen, Denmark to advertise and market it's music to American students that are studying abroad.

2. Mission & Vision
● Mission: Provide an intimate and full-bodied music and social experience to
concertgoers
● Vision: Become a well-known concert hall loved by Danish residents as well as
foreign students.
● 1856: opened as water supply station
● 1987: opened as music venue
● 2011: new owners, extensive renovations
● 2012: won award for “Copenhagen’s Best Music Experience”
History

3. Objectives and Strategies
● Attract American customers, particularly study abroad students
● Promote intimate and complete experience approach to concerts
● Create a campaign targeted at American students, specifically DIS students, that
can be used during all semesters
Value Words
● Intimate
● Unexpected
● Complete Experience
● Energy
● Raw
● Immersive

4. ● American students studying in Copenhagen
Secondary Target Audience
Primary Target Audience
● DIS students every semester

5. Logline
● A group of students experience a fun-filled night in reverse, starting at an
energetic show at Pumpehuset and concluding with with students leaving
together for a concert.
Tagline
● Where will your night go?

7. Advertisement Composition
● Highlight complete experience by showing a fun night out at Pumpehuset
○ Not just the concert, social environment as well
● Show the night in reverse for an unexpected vibe
● Point-of-view shots to make the experience intimate, make the viewer feel like
they are at the concert
● Show how close Pumpehuset is to DIS
● Footage of bands American students will recognize

8. Print Campaigns

10. Newsletter

11. Marketing Strategy
● Create a Facebook page for Pumpehuset that is directly for DIS students to
promote upcoming events
● Send out a newsletter and print campaigns each semester to recommend
Pumpehuset to DIS students
● Have a student be a liaison between Pumpehuset and DIS to ensure the
connection between the two stays every semester
● Develop Facebook events to be distributed through the semester specific DIS
Facebook group
● Put up newsletter and print campaigns around DIS buildings and DRC’s to
notify students about upcoming shows

12. Facebook Event

13. Facebook Page

14. Special Features
● Page Translation
○ Increase information access for target group
■ “About”, “FAQ”
○ Evolution of idea
● Facebook
○ Liaison control