Great American Irish Festival Marketing Campaign
Every year thousands travel to the Herkimer County Fairgrounds in Frankfort, NY for The Great American Irish Festival. The 12th annual event was held on July 24th through the 26th, and marked a new beginning for the organization. The 2015 festival featured a new director, new marketing partner, new product and food vendors and additional venues. Judy Weeks assumed the festival directorship in the fall, which led to a new partnership with FosterMartin Interactive Marketing who developed new marketing strategies for the organization.
FosterMartin’s involvement included a rebranding initiative and the adoption of new communication goals that included, a new logo and brand standards, the production of new print collateral, an increased focus on online and social advertising, radio production and placement, and broadcasted animations that were aired on Time Warner Cable and local television stations. The new festival website located at www.greatamericanirishfest.com, created a new online hub to promote the event and work in conjunction with their new Facebook, Instagram, and YouTube pages.
The 12th Annual Great American Irish Festival was a success this summer, seeing increased proceeds and attendance. It helped reposition the festival within the community by renewing its focus on the construction of the Irish Cultural Center of the Mohawk Valley on Columbia St. in Utica. The proceeds from the festival are used towards the realization of the cultural center whose construction begins in October. Artist renderings of the proposed building were available to the public for the first time at the festival. The new facility will include an events center, organization offices, and an 18th century traditional Irish Pub.
The Great American Irish Festival is a major event in the Mohawk Valley and promotes music, culture, and the arts. Bringing together local, regional, and international audiences and vendors, the festival continues to work towards giving back to its participants and the community.