Marketing Strategies for Queenscliff Music Festival

Running head: MARKETING
Marketing
Name of the Student
Name of the University
Author Note

1MARKETING
Overview of the Queenscliff Music Festival and its market
The Queenscliff Music Festival refers to live music festival that is held in the town of
Queenscliff, situated in Australia on the Bellarine peninsula, Victoria. The festival was first
organized in the year 1997 and within a very limited amount of time, it has gained huge
popularity both locally as well as internationally (Todd, Leask and Ensor 2017). The festival was
born out of necessity with locals in order to attract more and more tourists in the Bellarine
peninsula. When it comes to the Queenscliff Music festival 2019, the music festival already
possess big name of musicians as well as comedians. This year, the even planers are planning to
make the event even more popular and hence along with local popular musicians, global
musicians have also been invited in the event. The event will be inaugurated on 22nd Noovember
and will last for 2 days. Leading the line-up is Melbourne rock darling Courtney Barnett,
country-folk favourite Kasey Chambers, the melancholic voice of the '90s the Whitlams, the
beautiful tunes of Sarah Blasko and bluesy rockers the Black Sorrows. Moreover, this year, the
highlight of the festival will be a tribute to the late Geoffrey Gurrumul Yunupingu (Simon et al.
2017). The tribute will be paid with the help of a 16 piece orchestra honouring the Yunupingu
along with a special performance of Djarimirri. Amongst the local talents some of the eminent
names that will be present in the festival include Ali Barter, Jen Cloher and Dan Sultan. Some
of the major international artists include Osaka Monatural, Bombino as well as the twine bothers
Amistat.
Being a family festival, children are also welcomed in the festival. In order to enhance
the attraction of the children, the festival will be comprised of children’s entertainers, puppets,
clowns, roving performers as well as free carnival rides. When it comes to the marketing of the
event, both online as well as offline marketing is performed by the event planner. However, more

2MARKETING
resources are being invested on offline marketing campaigns. However, tickets for the mentioned
festival are only available offline. Local residents are made aware of the festival date and the
chief attractions of the same through posters and hoardings (Todd, Leask and Ensor 2017). When
it comes to online marketing, information are made available in the official site of the event. The
chief aim of online marketing is to make the global consumer aware of the festival in order to
enhance the number of attendees. Along with the target consumers, information as well as
guidance is also provided to the stall holders. However it is clearly mentioned in the online side
that no on site stalls will be there and hence stall holders are invited for offsite stalls.
Present the two customer personas
Name John Williams
Demographic information
Residence Queensland, Australia
Age 21 years
Gender Male
social class Belongs to middle class
level of education Pursuing MBA
job title/role University student (Part time waiter at XYZ hotel )
Salary 400 dollars per month
household income 125,00 dollars
Attitudes to entertainment
 John is highly inclined towards entertainment.
 He visits at least 2-3 events per month