EVENT PROMOTION PACKAGE
CASE STUDY
JO JARVIS
TOUR DE FAT
EVENT PROMOTION PACKAGE
CASE STUDY
TABLE OF CONTENTS SUMMARY
3
COMPETITION
14
PROCESS
26
SOLUTION
40
SUMMARY
CLIENT
New Belgium Brewing Company - Tour de Fat
ABOUT
New Belgium hosts an event called Tour de Fat every year. It’s a beer festival with a twist. The event travels to several cities in the US and promotes the local biking community. They donate to local biking projects and host a bicycle parade. Local food vendors are invited to set up and there is a stage with live music playing while other activities are taking place.
Summary | 3
PROBLEM
Every year Tour de Fat needs a new poster. The identity is not completely set, so it allows experimentation with the logo. The persona of the festival is a little funky and eclectic with a vintage carnival feel. The event promo needs to be unique, yet still fit in with the past promos so repeat attendees can recognize it. The poster needs to project the event info and the spirit of the festival.
4 | Tour de Fat Promotion
Summary | 5
6 | Tour de Fat Promotion
SOLUTION
TARGET AUDIENCE
MEDIA TONE
The promotion will have a new, custom logo that frames the event. The poster will play with incorporating a carousel and bicycles to continue the spirit and theme of the events. The type will be stong and ecclectic. Bicycle enthusists who are 21 and over. The target audience for this event loves to support local vendors, enjoys being active outside, and has a good time drinking beer with friends. Print, collaterol, and digital. Vintage with a modern twist, funky, eclectic, fun, and active.
Summary | 7
PRESS RELEASE NEW BELGIUM REVEALS 2014 TOUR DE FAT SCHEDULE April 7, 2014 Boise, Idaho — Tour de Fat season is back; New Belgium Brewing today announced that the highly anticipated 2014 national tour of traveling bicycle advocacy will go to ten cities from May to October. This year marks the 15th season for Tour de Fat, which will travel across the U.S. These day-long festivities are free in every city, but the proceeds from beer sales go to local non-profits. Since its inception, Tour de Fat has raised more than $3 million, and raised half-a-million dollars last year alone. The events kick off with a costumed bicycle parade that winds through city streets, ending in a city park. That’s when eclectic entertainment takes over from musical acts to yo-yo performers, bike contests and even vaudeville acts. This year will also include some brewing education and feature a “Bicycle Revival” to inspire festival-goers to believe in the power of two-wheeled transportation. “Here at New Belgium, we’re all about giving people who love bikes (and those still warming up to bikes) a chance to get together in their local park,” said Matt Kowal, New Belgium Brewing’s Tour de Fat Impresario. “It’s such a fun day for so many different reasons – we not only bring people together, but also teach them about great beer, and how to make a difference in their community. And the fun part is you get to come as your alter ego. We all have regular jobs, but who are you at your core? This is the day to show up as that person. We say it every year, but if everyone’s weird, then no one is weird!” During each tour stop, New Belgium tries to leave as little of an environmental imprint as possible. Tour de Fat hosts green vendors, has compost and recycle stations and festival trucks that operate on biofuel sourced from recycled waste oils.
8 | Tour de Fat Promotion
Summary | 9
10 | Tour de Fat Promotion
PRESS RELEASE In 2013, Tour de Fat traveled to 12 cities nationwide and attracted 97,500 festival attendees and 57,359 bicycle parade participants. The philanthropic events raised a total of $536,000 for local nonprofits and diverted an impressive 85 percent of waste from landfills. Tempe, Ariz., raised the most money (over $90,000) and New Belgium’s hometown of Fort Collins, Colo. attracted the most parade riders and festival-goers, both totaling 25,000 people. See www.facebook.com/TourDeFat for the Tour de Fat credo, schedules, videos and to submit an entry to swap your gas-guzzler for a fancy new bicycle in 2014. Tour de Fat 2014 will cycle through each of the following cities: Washington, D.C. May 31 Yards Park Durham, NC June 21 Diamond View Park Chicago, IL July 12 Palmer Square Twin Cities, MN July 26 Loring Park Boise, ID August 16 Ann Morrison Park Fort Collins, CO August 30 Civic Center Park Denver, CO September 6 City Park San Francisco, CA September 13 Lindley Meadow – Golden Gate Park San Diego, CA September 27 Golden Hill Park Tempe, AZ October 4 Tempe Beach Park About New Belgium Brewing Company New Belgium Brewing, makers of Fat Tire Amber Ale and a host of Belgian-inspired beers, is recognized as one of Outside Magazine’s Best Places to Work and one of the Wall Street Journal’s Best Small Businesses. The 100% employee-owned brewery is a Platinum-level Bicycle Friendly Business as designated by the League of American Bicyclists. Learn more at www.newbelgium.com. Summary | 11
COMPETITION
The Boise Beer Fest features over 100 craft brews from beer vendors, including Idaho favorites like Tablerock, Sockeye, Laughing Dog and Coeur d’Alene Brewing Company and regional staples like Deschutes, Dogfish Head and Full Sail. A full line up of live bands will be playing at the main stage and Food Vendors will be present. The entire event is a fundraiser for Idaho’s foodbank.
14 | Tour de Fat Promotion
Competition | 15
16 | Tour de Fat Promotion
Western Idaho Fair is one of the most eagerly awaited trade fairs for the both the consumers as well as the trading community operating in the state. Western Idaho Fair is an event that is loved by the community. It offers carnival rides, musical concerts, trade exhibits featuring art and craft creations, and agricultural goods and equipments. The visitors can expect demo stations, contests and competitions.
Competition | 17
This year for American Craft Beer Week, Sockeye Brewing in Boise, Idaho will be hosting a day filled with fun and games with teams from many of the area breweries. The day will be filled with live music, vittles from Riceworks and Brown Shuga Soul Food, sporting, gaming, fun, and of course sharing fine craft beers together. It will consist of a series of events in which teams from eleven local craft breweries. Events will consist of keg toss, flip cup, quaffing, corn hole, basketball sharpshooter, tug of war, and a final obstacle course relay.
18 | Tour de Fat Promotion
Competition | 19
20 | Tour de Fat Promotion
Idaho Shakespeare Festival offers drama and passion of professional theater, and a 770-seat, state-of-the-art facility that was built to feature the human voice. The Amphitheater is nestled in a unique habitat that is home to an astonishing variety of plant and animal species. The festival allows guests to enjoy theatre under the beautiful night sky. Attendees are invited to bring their own food and wine or purchase from the concession stand. Many plays (shakespeare or not) are shown throughout the summer so the festival can be enjoyed multiple times.
Competition | 21
The goal of the Spirit of Boise Balloon Classic is to provide an exciting, family oriented production to the community of Boise, Idaho at no charge. Families arrive in the early morning at Ann Morrison Park, spread their blankets on the ground, and enjoy a mass launching of hot air balloons. Every year, approximately 5,000 hot air balloon flights take off from Ann Morrison Park for cruises over the City of Trees beginning at 7:10 a.m each day. This is a five day event and can been seen from anywhere in Boise.
22 | Tour de Fat Promotion
Competition | 23
PROCESS
SKETCHES
26 | Tour de Fat Promotion
Process | 27
SKETCHES
28 | Tour de Fat Promotion
Process | 29
SKETCHES
30 | Tour de Fat Promotion
Process | 31
SKETCHES
32 | Tour de Fat Promotion
Process | 33
MOOD BOARD
34 | Tour de Fat Promotion
Process | 35
STYLE TILE Color: C:46 M:69 Y:100 K:58
Color: C:18 M:93 Y:98 K:7
Texture: Green Burlap
36 | Tour de Fat Promotion
THIS IS A HEADER COCOGOOSE 30 PT. This is the accent typeface Streetwear 14 pt
This is the body copy Franklin Gothic Medium 10 pt.
Process | 37
SOLUTION
LOGO
(Existing)
40 | Tour de Fat Promotion
Solution | 41
POSTER BE E RS, B I K E S & BE MUS E ME NT
IS BO
E, IDAH
SATURDAY AUG 16, 2014 ANN MORRISON PARK
O
10:00AM-11:00AM: REGISTRATION 11:00AM-12:00PM: PARADE 12:00PM-5:00PM: REVIVAL
Benefitin�
SOUTHWEST IDAHO MOUNTAIN BIKING ASSOCIATION TREASURE VALLEY CYCLING ALLIANCE BOISE BIKE PROJECT NEWBELGIUM.COM/EVENTS/TOUR-DE-FAT
42 | Tour de Fat Promotion
Solution | 43
WRISTBANDS DRINKING AGE VERIFIED DRINKING AGE VERIFIED
44 | Tour de Fat Promotion
Solution | 45
TOKENS
46 | Tour de Fat Promotion
Solution | 47
MATCH BOX
48 | Tour de Fat Promotion
Solution | 49
BIKE BELL SOUTHWEST IDAHO MOUNTAIN BIKING ASSOCIATION TREASURE VALLEY CYCLING ALLIANCE BOISE BIKE PROJECT
50 | Tour de Fat Promotion
Solution | 51
HAT
52 | Tour de Fat Promotion
Solution | 53
SHIRT
54 | Tour de Fat Promotion
Solution | 55
BAG
56 | Tour de Fat Promotion
Solution | 57
JO JARVIS.COM