For 35 years, Essence magazine has been a household name, projecting the image and voice of a proud and independent black woman. And that powerful brand is more than just the flagship of one of the nation's largest black-owned businesses. It's one of black America's enduring institutions.
The Essence Music Festival and the city of New Orleans have designed an inextricably entwined brand and style. The festival originated as a 25th birthday bash for Essence magazine 15 years ago. It is always held in New Orleans which now attracts more than 420,000 attendees and comprises three full nights of performances by top-shelf African-American artist such as Beyonce, Bill Cosby and Bishop T.D. Jakes etc.
As the festival continues to grow it takes a team of liaisons to get involved. The team consists of New Orleans Metro staff, representatives of the mayor, politicians, state officials that come together and meet to discuss how they can elevate the brand recognition and think about an integrated approach- which includes the events Web site, e-mail distribution lists, local readers, radio partnerships and hotels.
"When you think music festival, you think New Orleans. You think Jazz Fest. You think ESSENCE," quotes, Jesse States.
No comments:
Post a Comment