This document contains a proposal for an advertising campaign for a new music festival sponsored by Redbull. The festival will feature various artists and take place in the summer of 2016. The goals are to encourage festival attendance and make it an annual event through promotional print advertisements. The target audience is 18+ year old social climbers and students who want to escape reality and bond with friends over music. The campaign message is that the festival will be an unforgettable and affordable summer experience. Advertisements will take the form of posters and magazine ads using gender-neutral colors to appeal to both male and female attendees.

1. Unit 15 – Print Based Advertisement
Unit 15 LO2 – Proposal
P2 Learners produce a plan for an advertising campaign that features
print-based advertisements.
Name: Morgan Pearson
Candidate Number: 2110
Centre Number: 64315
What is the product being advertised?
This product is going to be adverting a New Festival in 2016 sponsored by
Redbull. What I want to advertise are all the artists which are going to perform at
the festival, where and when it is and the experience/atmosphere there is at the
festival.
What are the Aims and Objectives you are trying to achieve?
Aims:
The aims are to encourage people to go to the festival and share the with their
friends what the festival is to try and make Jump Festival an annual ‘must do’
events which students will be talking about all year. Also, I want people to
continue to come back yearly to this event and the festival to be world famous so
that it is popular and more/better artists can perform live.
Objectives:
The objectives are to make people want to go to my festival and for them to tell
all their friends about the festival. This will then encourage more people to buys
tickets making the festival more successful.
Target Audience
Maslow – The target audience for this new festival is going to be for Social
Climbers as they want to improve their own social status in society by going to
this event. They can do this by watching famous artists perform and a festival is a
typical summer activity to be part of.
Katz – The audience can be both part of Personal Relationship and Diversion.
Personal relationship is where they want to build a close bond with the artists
which are performing. They can do this by watching them perform and being
around people who also like their music and also want to build a close
relationship.
Diversion is where the audience want to escape reality and immerse themselves.
They can do this as the festival lasts a couple of days they are able to properly
escape reality as they are involved in this festival for multiple days. This means

2. Unit 15 – Print Based Advertisement
that they don’t have to worry about their own lives and futures for a 2-3 days
where they can enjoy themselves and relax.
Hartley –
Age- The Festival is going to be 18+ due to the explicit content which some of the
song involve and also there are some health and safety issues with the amount of
people attending. However, some people who are younger may be interested in
going but won’t be targeted.
Gender- The Festival is going to be for males and females.
Class – As this is a new festival tickets are going to be cheap. This means that
lower and middle class can attend but it will be aimed at middle class people as
they are more likely able to afford it.
Ethnicity- There isn’t going to be a specific gender that is aimed for as the music
genre ethnicity is very diverse and not specific.
Psychographics – The stereotypical target audience are going to be interested in
themselves and what they want or are going to be doing. This is due to their age.
They want to go out a lot and have a good time with their friends.
Socio-economic needs –
The audience can be put into category E this is because most of the people who
like this music genre are students and they are the most likely to go to these
events.
What is the campaign message?
The message which I want to put across to the audience about the new festival is
that it is something important to do where you can have fun and have an
unforgettable experience with your friends. Furthermore, that this is the best
summer experience which you can have and that you have to go!
The slogan is going to be - !BE FREE!
The USP is going to be for people in the UK to have the best and cheapest Festival
experience they have ever had. This means that it will be an unforgettable
experience which anyone can participate in.
Style or approach
The Genre for this festival is going to be evenly split between both genders as the
music genre is evenly split between both genders as well. This means that the
colours should either be gender neutral or a mix between both. I have chosen to
have a mix of both male and female colours which are Red, green, yellow, pink
and purple as primary colours to use. This is because they don’t lend them selves
to one gender so should equally attract both genders.

3. Unit 15 – Print Based Advertisement
Content
On my print based advertisement I am going to do a poster and a magazine
advert. The Verbal code for the for the poster is that it is the ‘Very First’ implying
that it is something new to be involved in which appeals to younger audiences.
The picture of the sunset with a clear sky connotes it being summer where the
nights are longer and it is brighter for longer. It can also connote freedom. The
shadow also doesn’t specify what gender it is so the audience can imagine them
begin the person in the shadow.