The campaign is for an upcoming music festival called VisiOn, which will be sponsored by Golden Era magazine. The aims are to make the festival profitable and a huge success, increase the brand awareness of the festival, and increase attendance by 30% the following year. The target audience is males aged 16-24 from classes C1-E who seek adventure and would document their experience on social media. The campaign message will include the festival dates, performing artists, and sponsors. The slogan is "VisiOn it and listen to that VisiOn". The advertisements will feature the festival date, sponsors, headlining artists, festival name, and location.

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: William Eze
Candidate Number: 1118
Centre Number: 64315
What is the product being advertised?
The campaign is a major focus on the upcoming festival;
VisiOn which will be sponsored by Golden Era magazine.
There will be a variety of different forms of advertisement,
i.e. billboards, side bus ads and posters. I plan to add them
into magazines and around the pinpointed areas that are
known to have the highest population of young adults
attending festivals.
What are the Aims and Objectives you are trying to
achieve?
Aims:
 Make it a profitable festival and have it become a
huge success
 Increase brand awareness of the festival
 Increase the audience by 30% for next year’s festival
Objectives:
 Vary the genre of the festival and appeal to all
audiences

2. Unit 15 – Print Based Advertisement
 Have more people attend my festival
 Sell as many tickets as the festival can – Have it sold
out on the first day
 Make the festival as ‘lit’ and ‘wavy’ as possible – ‘lit’
and ‘wavy’ means having a good time
Target Audience
(Must include every single audience theory)
According to your NEW festival/tour who do you want
your target audience to be?
Maslow – I want my festival to be about ‘safety’ as I want
to have my festival be about having a drama-free, safe,
enjoyable experience that should appeal to everyone
Katz – The main topic on Katz that I want to focus on for
the festival is ‘entertain’. The whole point of the festival is to
be entertained and have a good time. This is what my
festival is all about. ‘Escapism’ is a form of escaping from
reality and entering a world where you’re just by yourself or
enjoying an alternative rather than the real thing. My festival
is a form of escapism as everyone can enjoy 3 days of
non-stop music and lit tunes enjoyed by everyone.
Hartley – Males aged 16-24 who are any form of class, all
ethnicities, primarily white and are of any descent can be
appealed to and enjoyed by them as this festival is about
everyone enjoying everything around from the music to the

3. Unit 15 – Print Based Advertisement
scene around them.
Psychographics – The audience that I will be primarily
focusing on is ‘Aspirers’ and ‘Explorers’. I have chosen
these categories as they seek for more adventure and
would be the types of people to document their enjoyment
of the festival on social media.
Socio-economic needs – The groups will be classified from
Group C1-E as these groups of people will most likely have
been unemployed, young, have low skill jobs and be
enjoyers of contemporary music.
What is the campaign message?
The campaign message for my festival will have mentioned:
 The dates of the festival
 The artists that will perform at the festival
 Who the sponsors will be for my festival
The slogan for my festival is ‘VisiOn it and listen to that
VisiOn’. This slogan represents our festival as it conveys
how we want the audience to look at our festival and vision
the enjoyment they will experience and listen to what they’re
thinking about the event.
The Unique Selling Point (USP) of the festival will be the
diverse music, the customer satisfaction for the audience,
the free space that can fit everyone in the venue and give

4. Unit 15 – Print Based Advertisement
them the space to move around. Most festivals don’t have
that privilege but here at VisiOn, we do and we’re the ones
who can supply it.
Style or approach
The style of the festival will be a relaxed vibe in relatively
appropriate clothing for the hot climate. This style is
appropriate because it’s enjoyable for everyone and there’s
no need to be concerned with dress code.
The genre of my festival is a variation of all genres,
however the main genres are rap, rap rock, hip-hop and
grime music. The festival is a way of moving to the
audience that has the most power to influence a group of
people to attend my festival.
The colours for the advertisements will be purple, blue and
white. These colours are bright and dark colours, as I need
a contrast of colours that ‘flow’ well together. I’ve also
done research and I’ve observed that these colours have
the best combination of colours.
The festival will take place at the start of summer. This is
the best idea for VisiOn as festivals are always held (most
of the time) during the summer; The festival will take place
on June 23 2017. I have chosen this date as it’s during
summer.

5. Unit 15 – Print Based Advertisement
Content
Advertisements will include:
 Date of festival – 23rd
June 2017
 Sponsors of the Festival – GE Magazine
 The artists performing – Headliners include: Tory Lanez,
Drake, Kanye, Eminem and J-Cole
 Name of festival – VisiOn Festival
 Area of festival taking place - Manchester