DĘBICA / GOODYEAR
GOODFEST - Polish New Music Festival
Dębica and Goodyear, two brands specialising in the production of technologically advanced tires, decided to engage in CSR activities that would take place in Dębica, location of the Goodyear production plant. The Client wanted to create a unique music event – accessible to all, while qualitatively comparable to the largest music festivals in Poland. Thus, GOODFEST was created – a young alternative and electronic music festival with an original message and a fresh sound.
The challenge was to promote a new event in a small town as a significant, nationwide event. In executing the three editions of the festival (2012, 2013, 2014), we engaged in various activities. Creating a premium brand, such as GOODFEST, meant developing strong relations with the media, media partnerships, collaborating with known personalities in Polish culture, state cultural institutions, government and self-government administration, as well as influencers. The ongoing communication about the festival carried out by the Press Office, from the creation and announcement of the line-up at the press conference, to the public discussion on partnerships between business and cultural institutions on the day of the festival, gained attention of the most influential media in Poland, while the festival channels we created on social media (FB, YT) allowed us to communicate with the fans in a direct and informal way.
In 2014, the total number of publications in nationwide and regional Polish media amounted to 316. The total number of views on the festival’s Facebook page was about 4.5 million, and reached nearly 2.5 million users. In addition, 51 journalists from nationwide, regional and industry media were accredited to attend the festival. They recognised GOODFEST as one of the most important and most interesting events on the musical map of Poland.
GOODFEST partners: the National Centre for Culture, the Adam Mickiewicz Institute, the Marshal’s Office of the Podkarpackie Voivodeship and the City Office of Dębica.