Displayed here is the marketing campaign done as part of a student project for the Cape Town International Jazz Fest. The concept employed aims to convey the idea of community, which appeals to the attitudinal groups, the Global Citizens and the Rooted. This also corresponds to the festival’s own goal to be more than an entertainment endeavour and establish a community of fans, musicians, producers, etc.
The visuals support this idea and display numerous people in community-related scenes, shaping musical instruments typically associated with jazz. These are people with whom the target market can relate (thus mostly figures above the age of 35). There are no children, as to not discourage Mature Singles and Young Couples from attending the event.
The slogan, “Rooted in Community” relates to the images of community, while the fact that the musical instruments, which connote jazz and the festival, are in themselves shaped by the community, effectively conveys the idea of roots in the music. To complete the interaction between these two elements, the byline is “Celebrating the music together since 1999.”