DEFINING THE CHALLENGE
Milwaukee is known as the City of Festivals; alive and energized all summer long by the hundreds of cultural celebrations and gatherings that envelop the city streets and amass along Lake Michigan. These festivals include those that celebrate French, Hispanic, Italian, and Asian cultures. Our goal was to elevate Milwaukee Irish Fest as a unique, can’t-miss event in a place where festivals happen on any day that ends in the letter ‘y.’
Irish Fest isn’t just another cultural event—it’s a massive music festival. (Known globally, some countries refer to it simply as “The Fest.”) That meant a shift in positioning and brand voice. The creative modeled the look and feel of a gig poster with messaging that likened the event to Coachella, Bonnaroo, or Lollapalooza. Emphasis was placed on the lineup, creating anticipatory energy and inviting attendees to plan their trip around performances.
WHAT’S A DOBHAR-CHÚ
A Celtic Cryptid of lore, the Dobhar-chú (pronounced Doo-war-koo) is half dog, half otter, and half fish (we know, three halves, weird, right?) and the ideal subject for an illustrated gig poster. The creature was given a name and backstory, and prominently featured in all support materials—lending itself as an avenue to promote the family-friendly nature of the event, and cultural offerings throughout the festival.
Increase in ticket sales vs. 2019
Views of daily live stream
More media mentions vs. 2019
Average annual festival attendance
Webpage views, 6/1/21 – 8/23/21
Ad impressions (print, radio, billboard)
Director of Marketing & PR and Milwaukee Irish Fest Entertainment Staff
When we set out to find a new agency to assist in our marketing and PR efforts, we were unanimously impressed by EPIC Creative. They are equipped with a fun, friendly, professional, and super creative staff. They tailor their expertise to meet our specific needs. If we say we need a fresh and unique approach to something that needs changing, they take the time to brainstorm, research, and come back with feasible options. Ultimately, EPIC works to ensure your company’s meeting its marketing goals by implementing results-driven strategies.