This advertising campaign promotes the Rampage Festival on March 2-3, 2017. The campaign aims to create awareness of the upcoming festival and genre of drum and bass music. It targets 16-25 year olds, particularly males, who enjoy this type of music. The campaign uses consistent branding with yellow and black colors across posters, websites and social media. Videos on YouTube showcase past festivals to generate excitement and attract new attendees. The slogan "The Biggest drum and bass party in the world" promotes the festival as the largest in its genre. Legal and ethical considerations include accuracy, privacy and copyright when promoting the festival online and in print-based materials.

2. Contents

3. Aim and Objective What is the aim of the campaign
This advertising campaign if for Rampage Festival. It was
created to promote and create awareness for the upcoming
festival on 2-3 March.
This is a new poster for 2017 to try and draw attention to the
people that like this genre of music to keep coming to the
festival. This will then increase sales for the festival so they can
make the festival better every year for the people that go to
the festival.
The objective of the festival is to get people aware of the
music genre as it isn’t as popular as some of the other types of
music. Furthermore this is a new festival on the genre of music
so people will be interested in going to it and seeing what it is
all about.
Increase brand awareness
The festival uses the same colours every year so the people
can easily recognize it every year. This is part of the festivals
branding.

4. Target Audience
The age group for this particular festival is 16-25 year olds and both sexes but
mainly the male sex (Hartley). The sort of personality that people would have when
going to this festival would be a fun and lively. This festival is very popular among
the drum and bass scene so the people will be around a lot of people that are into
the same type of music that they are (psychographics). Furthermore the socio-
economic needs would be C1-E as the people that attend this sort of festival aren’t
going to have a professional job, most of them would be in education. This means
that the people will not have a very high spending power so they would have had
to save up to be able to go to the festival. From the poster and the name of the
festival you would assume that more males would be interested to go then
females. More on the dark side these sort of festivals are aimed at drug users, by
naming the festival ‘Rampage’ makes it more appealing as it sounds like it would be
crazy festival. The dictionary definition of ‘rampage’ is violent or excited behaviour
that is reckless, uncontrolled, or destructive. This connotes to the audience that
festival will be uncontrollable and destructive. This means that the people that will
be going will be reckless.
http://www.dictionary.com/browse/rampage

5. Representation
Stereotypically, people that go to this festival would be males of a white
ethnicity at the age between 16-25. At this particular festival the people that
will be going would like the genre of drum and bass as it is a drum and bass
festival. People that are going will wear shorts and a t-shirt as it will get hot.
Additionally at this festival there will be a lot of drug use which could result
in unfortunate events. Furthermore friendship groups would come to the
festival together to experience the festival. This experience would not be
relaxed, it would be very intense as the music is intense. You can link the
John Berger (1972) theory ‘men act, women appear’ as men at festivals
would look at women in a objective way as the way that they will dress. I can
also link ‘female gaze’ (Diana Saco) as women could go to festivals and look
at males and male artists because they my find them attractive.

6. Campaign Message
The Rampage festival has a slogan of ‘The Biggest drum and bass party
in the world’ which would connate to the audience that it is the largest
party that they could ever go to as it say ‘in the world’ which will draw
more attention to this festival then other ones. The word ‘biggest’
illustrates that no other drum and bass festival could be bigger then
this one. The main selling point of this festival would be the
atmosphere with all the lighting and smoke. To attract people to this
festival they used a lot of media to get peoples attention on there
website by using lots of contrasting colours like yellow and black so it
stands out.

7. Print based advertisements
As well as having a poster the festival also has a website, Facebook and
twitter account which has information about the festival and past
festivals. Additionally, they have videos on YouTube of past festivals so
people can look what it is like before they go. On they website you can
look at the line up, buy tickets, get information and the latest news.
They have the same colour scheme on all there social media as this is
part of there branding so people recognize it.

8. Legal and Ethical
The Code- It is the cornerstone of the system of voluntary self-regulation to which they have made a
binding contractual commitment. It balances both the rights of the individual and the public's right to
know.
Accuracy- This is when the media company has to make sure that what they are publishing is
accurate towards the IPSO guidelines. However if the company is inaccuracy when this must be
corrected or they have to write an apology. However the publisher could be sewed by the person
they have accused if they have no evidence of what they say.
Privacy- This is when the editor has to be careful about what they are writing about someone and
they don’t expose any sensitive information. The code says that ‘Everyone is entitled to respect for
his or her private and family life, home, health and including digital communications’ so this means
that if an editor mentions any of this they can take action against them. For example the festival
cannot expose any of this private information when writing about an artists without their permission.
However if the editor has consent from the person they are allowed to mention these topics.
Harassment- This is when the editor or journalists cannot engage in any form of intimidation or
harassment. This includes not persist in asking questions, telephoning and if they are on someone's
property and they are asked to leave they have to leave. For example the festival cannot force
someone into doing an performance, otherwise they could be persecuted.

9. Legal and Ethical
Copyright- is when there is a legal right which lasts for a certain
amount of years so you can’t print, publish, perform, film, or record
literary, artistic or musical material that already exists.
This is on the bottom of the ‘Rampage’ website, this means that
everything this website belongs to the festival. If anyone uses the
information or pictures on any of the festivals websites they will be
persecuted for copyright. As all the stuff on any of the festivals
websites belong to the festival and you have to ask permission of
them to be able to use their photos or information.
The copyright act was changed in 1988 as the Design and Patents
act. This is when people have their own right to write and put their
own photos in a print. Also the person who toke the photo are able
to protect them so no one else are able to use them unless they
pay them or ask permission.
https://www.gov.uk/government/publications/
copyright-acts-and-related-laws

10. Method
The festival says who is going to the festival a month before the festival
is going to happen. This is because it gives people a chance to buy the
tickets and tell other people about the festival. Furthermore this would
also make it more exciting for the people wanting to go as they would
have been waiting to hear from the festival to say who is performing.
They will be releasing this information on their website and social
media pages as this would be the easiest way to do this as loads of
people have social media. I have seen on their YouTube they do a lot of
advertising and they announce who will be playing on there. As its not
a big festival it wouldn’t be on any radio or TV, so they have to rely on
word to month and social media.

11. Audio-visual - Aims and Objectives
What is the aim of the campaign
This advertising campaign if for Rampage Festival. It was
created to promote and create awareness for the upcoming
festival on 2-3 March. By making an audio-visual this means
people can watch it and see what the festival will be like when
they go it, this will help people in deciding if they want to go or
not. This is crucial for the festival to try and bring people to
their festival.
This is a new poster for 2017 to try and draw attention to the
people that like this genre of music to keep coming to the
festival. This will then increase sales for the festival so they can
make the festival better every year for the people that go to
the festival.
Increase brand awareness
The festival uses the same colours every year so the people
can easily recognize it every year. This is part of the festivals
branding.

12. Audio-Visual Advertisements
On their YouTube channel they have trailer
before the festival takes place and an after movie
of that even that year. The trailer would be used
to get people excited for the festival coming up.
The after movie is used to put the whole festival
into a short video so people can see if they
would like to go for the first time or if they would
want to go back next year. In this video they
would include the best parts from the event.
Also they include short interviews of the people
that went and got there option on what they
thought it was like.

13. Target Audience
The age group for this particular festival is 16-25 year olds and both sexes but mainly the
male sex (Hartley). The sort of personality that people would have when going to this
festival would be a fun and lively. This festival is very popular among the drum and bass
scene so the people will be around a lot of people that are into the same type of music
that they are (psychographics). Furthermore the socio-economic needs would be C1-E as
the people that attend this sort of festival aren’t going to have a professional job, most of
them would be in education. This means that the people will not have a very high spending
power so they would have had to save up to be able to go to the festival. From the poster
and the name of the festival you would assume that more males would be interested to go
then females. More on the dark side these sort of festivals are aimed at drug users, by
naming the festival ‘Rampage’ makes it more appealing as it sounds like it would be crazy
festival. The dictionary definition of ‘rampage’ is violent or excited behaviour that is
reckless, uncontrolled, or destructive. This connotes to the audience that festival will be
uncontrollable and destructive. This means that the people that will be going will be
reckless. For Maslow it would be ‘Explorers’ this is because these types pf people like to try
new things out and different lifestyles. This is important because this genre of music isn’t
as well known as some of the other genres of music. For Katz it would be ‘Diversion’ this is
because people go to music festivals to try and escape normal everyday life for a weekend.
http://www.dictionary.com/browse/rampage

14. Representation
Stereotypically, people that go to this festival would be males of a white ethnicity at the age
between 16-25. At this particular festival the people that will be going would like the genre of drum
and bass as it is a drum and bass festival. People that are going will wear shorts and a t-shirt as it
will get hot. Additionally at this festival there will be a lot of drug use which could result in
unfortunate events. Furthermore friendship groups would come to the festival together to
experience the festival. This experience would not be relaxed, it would be very intense as the music
is intense. You can link the John Berger (1972) theory ‘men act, women appear’ as men at festivals
would look at women in a objective way as the way that they will dress. I can also link ‘female gaze’
(Diana Saco) as women could go to festivals and look at males and male artists because they my find
them attractive.

15. Campaign Message
The Rampage festival has a slogan of ‘The Biggest drum and bass party
in the world’ which would connate to the audience that it is the largest
party that they could ever go to as it say ‘in the world’ which will draw
more attention to this festival then other ones. The word ‘biggest’
illustrates that no other drum and bass festival could be bigger then
this one. The main selling point of this festival would be the
atmosphere with all the lighting and smoke. To attract people to this
festival they used a lot of media to get peoples attention on there
website by using lots of contrasting colours like yellow and black so it
stands out.

16. Legal and Ethical
The Code- It is the cornerstone of the system of voluntary self-regulation to which they have made a
binding contractual commitment. It balances both the rights of the individual and the public's right to
know.
Accuracy- This is when the media company has to make sure that what they are publishing is
accurate towards the IPSO guidelines. However if the company is inaccuracy when this must be
corrected or they have to write an apology. However the publisher could be sewed by the person
they have accused if they have no evidence of what they say.
Privacy- This is when the editor has to be careful about what they are writing about someone and
they don’t expose any sensitive information. The code says that ‘Everyone is entitled to respect for
his or her private and family life, home, health and including digital communications’ so this means
that if an editor mentions any of this they can take action against them. For example the festival
cannot expose any of this private information when writing about an artists without their permission.
However if the editor has consent from the person they are allowed to mention these topics.
Harassment- This is when the editor or journalists cannot engage in any form of intimidation or
harassment. This includes not persist in asking questions, telephoning and if they are on someone's
property and they are asked to leave they have to leave. For example the festival cannot force
someone into doing an performance, otherwise they could be persecuted.

17. Legal and Ethical
Copyright- is when there is a legal right which lasts for a certain
amount of years so you can’t print, publish, perform, film, or record
literary, artistic or musical material that already exists.
This is on the bottom of the ‘Rampage’ website, this means that
everything this website belongs to the festival. If anyone uses the
information or pictures on any of the festivals websites they will be
persecuted for copyright. As all the stuff on any of the festivals
websites belong to the festival and you have to ask permission of
them to be able to use their photos or information.
The copyright act was changed in 1988 as the Design and Patents
act. This is when people have their own right to write and put their
own photos in a print. Also the person who toke the photo are able
to protect them so no one else are able to use them unless they
pay them or ask permission.
https://www.gov.uk/government/publications/
copyright-acts-and-related-laws

18. Method
The festival says who is going to the festival a month before the festival
is going to happen. This is because it gives people a chance to buy the
tickets and tell other people about the festival. Furthermore this would
also make it more exciting for the people wanting to go as they would
have been waiting to hear from the festival to say who is performing.
They will be releasing this information on their website and social
media pages as this would be the easiest way to do this as loads of
people have social media. I have seen on their YouTube they do a lot of
advertising and they announce who will be playing on there. As its not
a big festival it wouldn’t be on any radio or TV, so they have to rely on
word to month and social media.

19. Comparison between poster
and audio-visual
Similarities
The similarities between the poster and the visual is that the house styles are
the same using the contrasting colours yellow and black. Also they tell the
audience who is performing at the festival. The campaign message is the
same for both the poster and the video.
Differences
The main difference is that the visual gives you more of a feel on what the
festival will be like because you can see what past festivals have been like.
Also the poster includes all the artists performing whereas the visual just
include the headliners as this is what people are most interested about. The
poster is mainly about the artists going and the visual is mainly about what
the festival looks like.

20. Conclusion
In this LO I have understood how print-based advertisements are used
within existing advertising campaigns. I have looked into the legal and
ethical side, target audience, the aim of the festival and campaign
message.