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?

Solution

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

Result

• Over the two years of YLMC’s involvement, the festival saw a 1000% increase in attendance, including a 10,000+ strong audience in 2014.
• Numerous local businesses saw increased traffic quantified in record-breaking single-day sales
• Social media platforms developed to a combined reach of 6000+ followers in 2 years, with a 92% overall satisfaction rating,
• Press coverage in Toronto Star, Indie 88, NOW Magazine, BlogTO, Exclaim!, Torontoist, CityTV, and outlets outside the GTA including Guelph Tribune and Kitchener Post