The Challenge: How can we help Bryant Park level-up the programming of their annual Emerging Music Festival, and ensure ample marketing returns?
The Solution: Through curating a bespoke line-up of New York’s best new artists & bands and executing all paid media planning, AdHoc increased the awareness and attendance of the festival.
In 2022, Bryant Park hired AdHoc to curate a tentpole program that returned for the first time since 2019: Bryant Park’s Emerging Music Festival.
As part of their larger, free, outdoor summer concert series Picnic Performances, Bryant Park knew they needed the curatorial skills of AdHoc to compete with an abundance of free summer events available to New Yorkers.
AdHoc programmed the festival’s line-up, utilizing our nuanced knowledge of local talent. We gave these up and coming artists a platform to perform in front of a new audience, and thousands of music lovers packed the Bryant Park lawn over two days to experience the magic of the midtown Manhattan oasis.
“AdHoc was able to work seamlessly with our team… and generate great results!”
– Dan Fishman, Vice President of Public Events, Bryant Park Corporation
Additionally, AdHoc executed all paid digital marketing efforts for the entirety of the festival, and Bryant Park’s social media impressions nearly doubled with slightly less budget. A cross-channel marketing strategy was deployed across all digital platforms including Meta, Instagram, Google, YouTube, and Tiktok.
Bryant Park found AdHoc to be such a strong partner, that they extended the programming & digital marketing partnership to the 2023 season as well.
YEAR
2022 – 2023
OUR ROLE
Event Production, Music Programming, Digital Marketing and Promotion.
TEAM/PROJECT CREDITS
Marketing: Morgan Schaffner
Programming: Ric Leichtung, Caroline Vance, & Rachael Pazdan
