Challenge
How do we build the profile of, increase attendance to, and create a buzz about the newly-formed community music festival in an up-and-coming downtown Toronto neighbourhood?
How do we build the profile of, increase attendance to, and create a buzz about the newly-formed community music festival in an up-and-coming downtown Toronto neighbourhood?
By placing a focus on developing a festival which is intimately tied to the people and artists who have a connection to The Junction, an immense source of pride was fostered amongst talent and attendees alike. A brand development strategy was implemented to focus on social media engagement, and YLMC curated a lineup of headliners and support acts which drew Torontonians from all over the city to experience the best the Junction had to offer