'Oaks Live’ Entertainment Campaign_Nov 2012

Category: Entertainment

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‘Oaks Live’ Entertainment Offer Campaign:

‘Oaks Live’ Entertainment Offer Campaign Contemporary live music and art showcase series A creative accommodation experience 1 Festival7 Productions

The Brief:

The Brief Generate events/promotions at Oaks Hotels & Resorts to increase business during quiet periods in the business calendar Get people in the bar, restaurant and conference spaces 2 Festival7 Productions

Key background info:

Key background info Occupancy typically at 20% during the non-peak periods (December, January and July) Focus on getting people in the bar, restaurant and conference rooms – in that order of priority Oaks on Market to be used as the initial test case. Further roll out across Oaks if successful 3 Festival7 Productions

What’s the idea?:

What’s the idea? Create experiential entertainment campaigns which can be put in place 4 weeks out from predicted quiet periods. The first entertainment campaign idea: ‘Oaks Live’ Entertainment Offer Contemporary live music and art showcase series ‘Choose the creative accommodation experience’ 4 Festival7 Productions

Objectives :

Objectives Reduce current low season losses and achieve gains, either way increasing annual business net profit Generate increased interest in the Oaks brand as flexible a venue/exhibition space Increase ties in the creative industries to enrich the customer experience at the Oaks Add to the Oaks corporate identity through alignments with proactive Melbourne creative organisations Stimulate the senses: see, hear, smell, taste, touch. PLUS CREATIVE ENERGY! Create a concept that is scalable 5 Festival7 Productions

Target Market:

Target Market The discerning leisure traveller/business person who appreciates 'trendy' music, accommodation and food of the higher end This person thinks of themselves as being 'on the pulse' of things that are cool They have a great job and earn good $$, but they still keep an eye out online for a great deal How old? 25-35. Guys or girls? Both! Groups travelling for a show or a long weekend away in Melbourne (Thurs-Sun or Fri-Sun) Artists , critics, industry people who are in Melbourne for business or extended stays - Future Music artists etc 6 Festival7 Productions

‘Oaks Live’: The Components:

‘Oaks Live’ : The Components 1. Creativity: The Music The Art The Theme Sales Promotion Oaks Online Sales Promotion 7 Festival7 Productions

The Live Music:

The Live Music I have a unique relationship with Anon Islet Records who will look after the technical needs, artist sourcing, bar playlist design & overall creative management Thurs , Fri, Sat evening 'music with dinner' offering 2-3 hour set in the bar area People encouraged to take a seat, order food & beverages and relax taking in some quality live contemporary music 8 Festival7 Productions

The Live Music (cont...):

The Live Music (cont...) Anon Islet Records is committed to presenting high-quality music releases that offer no compromise on artistic integrity. Originally started by Karen Heath and Tomas Fitzgerald of the band Ennis Tola as a means of promoting their releases, the label has rapidly expanded into a community of like-minded artists from around Australia and as far away as Poland.
Stylistically, the label is diverse: there are elements of jazz, post-rock and authentic surf music. Artists on the label: Ennis Tola , Glasfrosch , A Lonely Crowd, Xenograft , Roni Shewan , Tomas Fitzgerald, Karen Heath, L.Stadt , A State of Flux, Adam Rudegeair Anon Islet also sources acts and artists from outside the label. www.anonisletrecords.com 9 Festival7 Productions

The Live Music: example:

The Live Music: example KAREN HEATH Sounds Like: Tori Amos, Portishead , Bjork Dreamlike and hypnotic, Karen Heath presents music with integrity, drawing from inspired influences in the post-progressive rock world. Fusing together a blend of orchestral sounds, vocals, koto and electronica beats, her live show brings originality and a sincerity of style. Her debut single release, Early was recorded at Abbey Road studios in London, using a string trio to round out the divine sounds of chamber music-meets-pop. Classically trained on clarinet with a Master's degree in Music, Karen has worked with Karlheinz Stockhausen (German avant-garde composer whose image can be found on the cover of The Beatles’ Sergent Peppers album), The Grand Silent System, Sunwrae Ensemble, Lior , David Ross MacDonald (from The Waifs), and has recorded and performed for film score and numerous other freelance projects. As part of a quartet for classical group Arcko Symphonic Project , she has been nominated for an APRA award for Best Performance of an Australian Classical Composition in 2009.

As a composer, Karen Heath won Best Music Award in 2006 at the Melbourne Fringe Festival for her work Ananke for bass clarinet and clarinet, dancer, koto and percussion, and has had pieces performed in Reykjavik, Montreal, Edinburgh and Tokyo. 10 Festival7 Productions

The Live Music: example:

The Live Music: example TOMAS FITZGERALD Sounds like : Jeff Buckley, David Gray, John Legend Tomas Fitzgerald is the lead vocalist and one of the guitarists in upcoming rock band Ennis Tola . As well as writing duties for Ennis Tola , Tomas writes material for his solo project. Additionally, Tomas works as a recording engineer and producer, which has led him to collaborations with some of the most outstanding bands and producers in the country and beyond. With an impressive and pitch-perfect range and intimate performance style, the debut recording of Tomas Fitzgerald as a solo artist is underway and promises to be nothing short of incredible. 11 Festival7 Productions

The Live Music example:

The Live Music example GLASFROSCH Sounds like : Radiohead, Sigur Ros Exploring sound and genre through elements of popular and experimental music, film music and jazz, Glasfrosch make music that is colourful and dreamlike. “This is one of those works of art that has the reviewer thinking to himself, 'Man, where do I even start?' Behind the long and bizarre title lies a journey of truly epic proportions across soundscapes of almost unknown origin... This is yet another incredible Aussie 'alternative' band thumbing its collective nose at convention and commerciality and doing whatever the hell it wants to do, and the results are nothing short of stunning. ” (Beat Magazine, July 2011) 12 Festival7 Productions

The Live Music: example:

The Live Music: example KHRISTIAN MIZZI AND THE SIRENS Sounds like : John Butler Trio, Fleetfoxes , Bob Dylan Hailing from Gippsland in Victoria, singer songwriter-extraordinaire Khristian Mizzi has been mesmerizing audiences throughout Australia and internationally for years. Known for his romantic and sentimental lyrics, Khristian has broken through all the worldly cynicism, decadence and dry wit of popular culture and has used his music to become the medium for truth, love and the unspoken triumphs of the human spirit. Winner of Best Songwriter 2006 and Best Guitarist 2006 at the Basin Music Festival and Port Fairy Folk Festival respectively, Khristian went on to pen his debut solo EP ‘The Road Between’ in early 2008. The EP has received wide acclamation from ABC radio and various stations around Australia. 13 Festival7 Productions

The Live Music: example:

The Live Music: example CHICO FLASH Sounds like : The Ennio Morricone Experience, Hans Zimmer Exploding onto the scene in 1877 with their first hit 'Mary Had A Little Lamb' ( Dubstep remix), Chico Flash are the best 10-piece gospel choir to ever contain only two members and not actually sing gospel. Improvising their way from pub to pub around the fair city of Melbourne, Matt Haycroft (electrified guitar pioneer/decent cook) and James Carman (former child pop star) have built a solid reputation as musicians to be reckoned with their act of scoring live music on the spot to cult feature film classics. 14 Festival7 Productions

The Art:

The Art Conference Room space to be filled with exhibitors over the same dates as The Music, creating a unique experience for customers Artists group to pay a discounted fee initially, eventually leading to higher priced bookings as the space gets expensed as part of the grant application process 15 Festival7 Productions

The Art (cont...):

The Art (cont...) Anon Islet Records are brokering key partnerships in the arts industry to assist with: Key contact in Artist sourcing Exhibition creation Example exhibition programs RMIT end of year exhibition series VCE end of year exhibition series 16 Festival7 Productions

The Theme :

The Theme Alignment with Prahran based urban art organisation Invert Creative to produce detailed custom stencil art to have installed in the space ( Sole , Cut Collective from NZ also possibilities) Promotes the Oaks through earthy but classy imagery based around the leaf of the Australian Oak tree. Classy mounting, frames, temporary structures http://www.youtube.com/watch?v=ApNYrEDb6nE Example from 2:30 17 Festival7 Productions

The Theme: example:

The Theme: example 18 Festival7 Productions

‘Oaks Live’ Online Sales Promotion :

‘Oaks Live’ Online Sales Promotion APPEALING Discount Studio rate (1-2 people) Use Expedia, Whatif.com, lastminute.com Priced to catch the eye $125 per night Includes full buffet breakfast Choose the creative accommodation experience Stay includes free access to ‘Oaks Live’: Contemporary live music concerts and art exhibition showcase here at Oaks on Market* *live music evening concerts and daily art exhibitions to take place Thursday, Friday, and Saturday only 19 Festival7 Productions

‘Oaks Live’ Dinner and Drink Deal :

‘Oaks Live’ Dinner and Drink Dea l Offer a set $12-$15 dinner and drink deal during the live performances. Use current lunch offering as a basis for the design of this Promote it as an ‘easy option’ in communication pieces Cheap but decadent Healthy options 20 Festival7 Productions

Communication Pieces:

Communication Pieces Welcome Cards - include entertainment schedule B ar coasters Table top signage – promote events at lunch and breakfast Microsite attached to Oaks main webpage: 1 page, all info, links and booking platform Framed Posters Email marketing – pre check-in reminder? Targeted email campaign. DVD advertisement ( youtube embedded, in bar loop) 21 Festival7 Productions

Facebook ‘Like’ Competition:

Facebook ‘Like’ Competition Competition to be designed using a dedicated facebook page Objective: create a social network database of current and potential customers. Encourages ‘sharing’ online and viral marketing component ‘Like’ our page and go into the draw to win a monthly prize Possibility to drive people to become ‘My Oaks’ members in the future Captures customers through a very popular online social networking database 22 Festival7 Productions


Opportunities Host creative industry evenings – Oaks on Collins bar and dining space? Work with creatives to produce cutting edge viral videos based on the ‘creative experience’ concept Sponsorship (alcohol brands etc) ‘Oaks Live’ c orporate package offering Concert of Ideas Inhouse Conference Concept 23 Festival7 Productions