Julidans Festival itself can be seen as a campaign for contemporary dance in The Netherlands.

The focus for this year was on reaching a broader audience, and getting first comers to get to know and fall in love with the festival.

To reach the right audience, we developed a 360 marketing campaign with a strong focus on press and collaborations, to spread the message: Something is Boiling. We mixed our efforts in order to reach previous visitors which we directed to the 2024 programme, and we targeted potential new visitors with a broader, brand campaign.

Previous visitors were specifically targeted by a branded magazine which they received at home, e-mail marketing campaigns (specific to performances) through 7 different theatres and dozens of other partners, and in-house markering materials.

New audiences were targeted through social media (organic and paid), via collaborations with new partners (ambassadors and other makers) and new media.

As the lead marketer on the campaign for Julidans 2024, I created a strategy for the entire marketing campaign and managed a team and in order to execute our entire plan from strategy to final asset.

In order to reach the cultural aficionado - those who are interested in the arts and might be familiar with Julidans or at least have some connection to contemporary dance - I used a mix of traditional and new media outlets (an OOH campaign, advertisements in newspapers, sending marketing materials such as a branded magazine to former clients and press outreach). To reach new audiences, I’ve set up collaborations with different ambassadors, theaters, festivals and new media such as blogs that are specifically targeting Amsterdam-based expats, for example. I managed all suppliers in order to make sure the campaign would be rolled out correctly, and all art and materials would be on-brand, on-budget and in the highest quality possible.

An important focus for this campaign was the PR strategy. I sent out press releases, arranged interviews and reviews with all major Dutch press.

• Over 10.000 tickets sold for 34 performances over 7 theaters, while the majority of the performances were sold out.

• More than 50 publications across all sorts of media, including 25 reviews in the major Dutch newspapers such as NRC, de Volkskrant, Trouw and Parool.

• High customer satisfaction, marked with an average of 8.0.