Work / Montreux Jazz Festival 2024
The Brief
Montreux Jazz Festival is a 16-day celebration of music from all genres, boasting an incredible legacy where artists revel in the opportunity to perform on the same stage as their musical icons. In 2024, the festival faced huge logistical challenges due to construction work on the building which hosted its main stages. An ambitious redesign welcomed the Lake Stage, built out on Lake Geneva, and a return to the historic Casino which burned down in the seventies and inspired Deep Purple’s “Smoke on the Water”.
Our objective was to utilise this landmark edition to highlight Montreux’s ability to innovate and its capability to deliver once-in-a-lifetime concert experiences for both the attendees and artist, reinforcing its position as a leader in the global festival market.
What We Did
The start of the campaign focused on trade media opportunities, crucial in promoting the site’s reinvention and innovation to the wider industry. We used this news alongside the festival’s defining historical moments (such as the 1971 Casino fire) to create an engaging narrative for consumer press, one that appeared throughout the campaign’s coverage.
Montreux is a festival that you need to experience to fully appreciate, and in 2024 we secured the attendance of key international publications such as Wall Street Journal, The Telegraph, The Independent, NME, Time Out and more. This achieved unanimously positive coverage with multiple 5* reviews and high praise for the festival’s unique setting and programme curation.
What could have been a challenging year for Montreux Jazz Festival was the complete opposite. It celebrated huge ticket sales and was our most successful campaign to date with press declaring it a bucket-list festival and an essential event for any music fan – with the new layout at the centre of this success.
What we achieved
£3,670,386
PR VALUE
72,381,288
AUDIENCE REACHED
712
TOTAL PIECES OF COVERAGE
