Live Nation at Cannes Lions
Situation
Live Nation, the world’s largest live entertainment company, needed to establish and execute a strategic framework for its presence at Cannes Lions including an exclusive party with Citi, its largest client.
Strategic Approach
Gained an understanding of Live Nation’s goals and KPIs and developed a framework consisting of an exclusive VIP party, a week-long cabana for meetings, and a public-facing panel at Cannes Lions.
Goals:
⭑ Partner events, meetings that result in revenue-driving relationships, cohesive toolkit to tell Live Nation’s brand story
⭑ Partner Aligned Live Nation’s key stakeholders and partners to ensure all parties’ goals and objectives would be achieved throughout the multiple events during the week.
⭑ Partner Provide overall project management and execution including the conceptualization, marketing, and execution to ensure cohesive branding, messaging, and quality throughout all brand experiences and elements.
⭑ Partner Incorporate programming with brand partners to elevate and strengthen Live Nation’s existing brand partnerships such as Citi, Vox Media.
Solutions
Going on our third year on partnering with Live Nation at Cannes Lion, our relationship is that of a team extension. LCW is closely tied to the team, the brand, strategy and desired outcomes as a business. We take the lead in pre-planning with strategy sessions that look at previous years while plotting and recommending the path forward to a heightened experience and business result.
⭑ Key Stakeholder Alignment
Aligned Live Nation’s key stakeholders and partners to ensure all parties’ goals and objectives would be achieved throughout the multiple events during the week.vConducted weekly all-hands meetings with key stakeholders to ensure all parties were aligned and clear on deliverables
⭑ Cohesive Messaging and Branding
Created an overall brand messaging and event creative to ensure all experiences are unique, yet cohesive. Developed brand-elevating experiences and events that followed clear brand guidelines
⭑ Exclusive Villa Party in partnership with Citi
Created a unique, elevated VIP and B2B experience distinct from over 200 other brand events. Completely redefined, marketed, and created a “once-in-a-lifetime” event concept centered around an evening of music, conversation and amazing food and cocktails.
• Identified and confirmed over 220 executives from the most influential brands, tech companies, and agencies in the world.
• Received multiple press headlines naming Live Nation’s villa party as the most exclusive and unique party during the festival.
⭑ Effective Meeting Space
Secured a prominently-located cabana space in the heart of the festival for increased brand visibility amongst delegates and brands. Conceptualized, designed, and built (from the ground up) a brand-elevating, indoor/outdoor meeting space for the executive team and their potential and current clients. Hosted 80 meetings over four days in 2018.
⭑ Festival Panel
Secured a prominent panel time and location to showcase Live Nation as a innovative brand that combines entertainment and technology. The panel served as a platform to release new biometric study findings adding intrigue to the event. Audience had the opportunity to interact with cutting-edge technology.
Outcome
Since 2016, YOY Live Nation’s brand presence at the festival has positively increased and as a result elevated its revenue-driving influence over the next 12 months.