Page 196 - Visual Marketing

82. All That Jazz, Funk, Blues, Pop, and Hip-Hop: Making
Modifications in Your Imagery Can Appeal to a Younger Audience

The SaskTel Saskatchewan Jazz Festival is a venerable
music festival that needed to broaden its approach
and attract younger audiences. Each summer, more
than 70,000 music fans head to the city of Saskatoon in
Canada to enjoy a program of diverse music genres. A new
marketing effort was created to attract the 18- to 35-year-
old demographic.

The SaskTel Saskatchewan Jazz Festival had been
expanding its lineup to include groups that appeal to
younger audiences, and now it needed to freshen up its
visual marketing to communicate this to new audiences.
Rob Maguire says that managing a festival is a lot like run-
ning a small business. He has a staff of three workers doing
the administration, marketing, HR, and programming while he coordi-
nates a large part-time and volunteer army to run the 10-day festival.

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