ULTRA SOUTH AFRICA

THE OBJECTIVE

Ultra Music Festival, the World’s Premier Electronic Music event, is an internationally renowned event that was launched in 1999 in Miami, Florida. The inaugural Ultra South Africa was brought to the country by Electric Music, becoming Africa’s largest electronic music festival to date.The role of PR was to create awareness, inform the public and build hype around the festival to ensure ticket sales.

THE STRATEGY

The campaign period spread over an eight month period leading up to the festival. As such we decided to implement a phased approach, allowing us to generate consistent conversation throughout the campaign period.

PHASE 1: Launch Announcement
PHASE 2: Artist Announcements
PHASE 3: Event Communications
PHASE 4: Event Day: Press conference, media accreditation authorisation and onsite media centre management.

THE PR CAMPAIGN & RESULTS

Our PR campaign included press interviews with our local and international artists ahead of the festival to give festival-goers a taste of what’s to come.

We generated content monthly and seeded to press to keep the public informed about newly announced artists, sponsors and what to expect at the festival.

We managed accreditation for the festival to ensure we had key influencers and media in attendance to review their experience.

Total AVE: R5,8m
Total Reach: 42m
Total Pieces of Coverage: 239 across print, online & broadcast.
Total Media & Influencer Attendance: 150