A cherished three-decade old festival achieves its greatest success.
January 18, 2013Campaign Goal(s):
For twenty-eight years, Printers Row Lit Fest has attracted authors, booksellers, and book lovers from across the nation. 2012′s goal: make it the best year yet.
Primary Target:
Highly engaged Chicagoans who love literature, authors, and culture.
Creative Strategy:
Create a graphic theme and tonality that stood apart from previous years but connected with the legacy cherished by tens of thousands of attendees.
Stark but powerful silhouettes became the basis for a multi-media campaign. These faceless images represented every reader, and combined with minimal messaging so that the power of the event resonated unabated.
Channels Used:
Print, online display, email, direct mail, out-of-home
Results:
150,000 attendees represented an impressive 15% jump in attendance from the previous year.
About Lit Fest:
One of Chicago’s most highly anticipated street festivals, Lit Fest is the Midwest’s largest outdoor book festival. This sprawling event features author talks and panels, noteworthy booksellers, exhibitors, cooking demonstrations, and more.
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