Isle of Light Festival 2017

ABOUT

The fourth annual Isle of Light festival took place April 1, 2017 in Santo Domingo, Dominican Republic.

The lineup consisted of international acts alongside local acts from Miami, the Dominican, and the Caribbean, rounding out the diverse lineup. Adding to the culturally immersive experience was a gourmet food and drink curation, on-site installations, and an unmatched environment set on the sparkling surroundings of the Caribbean shoreline. Hosting over 3000 people, the fest extended over the gorgeous shoreline of Santo Domingo's "Old Colonial Zone" under the historic harbor light house. Attendees were immersed in a vibrant cultural exchange exposing local festival-goers to a diverse lineup of international artists while giving international attendees a chance to explore the plazas, restaurants, hotels, beaches, and natural beauty of the Dominican capital city.

The festival also included IOL PLUS, an innovative networking and panel discussion event for music industry professionals. The event featured a series of talks and workshops with national and international speakers providing insight on today's music industry climate.

Touted by Urban Outfitters as a 'Top 10 Destination Festival,' Isle of Light has boasted performances by Run The Jewels, Neon Indian, Unknown Mortal Orchestra, Shamir, Twin Shadow, The Juan Maclean, Ezra Koenig (Vampire Weekend), Chromeo, Warpaint, and Soul Clap, and has seen coverage from: Billboard, NYLON, Consequence of Sound, Complex, Vice/Live Nation TV, etc.

MY ROLE

My role as Director of Marketing included creating and activating a full scale marketing campaign targeted to audiences in Miami, San Juan, and Dominican Republic. The efforts of the campaign included traditional media buying, social media advertising and promotional posts, street team marketing, billboard and exterior placements, movie theatere commercial spots, and Google/YouTube advertising.

In addition to rolling out these marketing efforts, I worked alongside our internal PR team to ensure announcement deadlines were met with all publications including artist lineup announcements, food and drink vendor partnerships, and creative on-site activations with local brands and companies.

I was also in charge of working directly with our in-house designer and video designer to develop and align the company's brand across all mediums including social media, on-site banners, print medias, merchandise, web development, and graphics used for purpose of advertising online and physically.

Campaign Highlights:

2.80 MM Digital Media Buying impressions
1.4 MM Social Media Fans reached/engaged
10 MM Social Media impressions delivered
1.8 MM Google Display impressions delivered
700k YouTube Ad impressions delivered
300% increase of followers/likes on Instagram and Facebook
15,000 materials distributed with street team marketing
1.2 MM Outdoor Media impressions delivered
300 Radio spots implemented across 8 stations
210k+ Website and Ticket Page views in 8 weeks
Executed local partnerships with integrated marketing tactics like contests, giveaways, interviews, takeovers and more

isleoflight.com