Overview
Irish Fest
Hundreds of performers, 16 stages, and four days. Once a year, tens of thousands of attendees gather along the shores of Lake Michigan in Milwaukee to dance, sing, learn, and revel in the spectacle that is Milwaukee Irish Fest.
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 city full of festivals.
The Solution
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” or “Milwaukee 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 entertainment lineup, creating anticipatory energy and inviting attendees to plan their trip around performances.
The Result
In what should have been a down year, 2021 Milwaukee Irish Fest saw festival attendance exceed projections. Ticket sales supported by campaign creative and messaging were equally impacted. And as the first lakefront festival to return to the city post-pandemic, the event received praise for leading the charge, signaling the return of in-person events and live music in Milwaukee.
15%
Increase in Ticket Sales vs. 2022
46.2K+
Views of daily live stream
7x
Increase in social likes due to influencer campaign
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.
– Melissa Ward, Former Director of Marketing & PR and Milwaukee Irish Fest Entertainment Staff