The Lumiere Festival is an annual public celebration that transforms downtown Vancouver into a magical wonderland of lights, art installations, and performances. For the 10th year of the festival, Popcorn developed and executed an omnichannel marketing plan and PR strategy, which resulted in an abundance of owned, paid, and earned media exposure and coverage.
Public relations, media outreach, influencer marketing, social media marketing and community management, paid digital ads, coordinated sponsorship efforts
Increase the festival's attendance compared to previous years.
Boost the Lumiere Festival's brand visibility, making it the premier winter festival in the Pacific West Coast.
Encourage festival goers to engage with festival content and share their experiences on social media.
Promote and drive traffic for local and surrounding, and partner businesses.
Popcorn was contracted to assist with marketing and PR strategy and execution for the 10th annual Lumière Festival. This included press release writing and distribution, media advisory creation and distribution, direct pitching and follow-ups, as well as coordination of media and influencers for opening night. The campaign was a great success, with coverage in broadcast and major publications across Metro Vancouver, BC, Alberta, as well the US.In addition to PR, Popcorn also supported on the marketing and communications, by creating advertising assets including graphics and banners that supported sponsorship efforts, managing social media and website updates, and coordinating strategic and media partnerships.
The PR and marketing campaign reached over 41 million viewers, over 811k reached through social media via influencers and tastemakers, and over 3.2 million people reached via social media posts.