FMV (Festspiele Mecklenburg-Vorpommern)
Others

Branding

Present situation:
For 15 years now, this festival of classical music has been instrumental in reviving the cultural scene of the economically weak Land of Mecklenburg-Vorpommern. In doing that, it not only has to compete with the larger Schleswig-Holstein festival, it also has to prove attractive to private sponsors and donors due to the low level of public funding. Visitor surveys revealed that the largest target group was that of the over 45-year-olds, who remain loyal supporters of the festival.
For the last five years, Grafenstein agency has been responsible for the graphic presentation and further development of the brand “Mecklenburg- Vorpommern Festival”.

Task:
The brand “Mecklenburg-Vorpommern Festival’’had to provide a high degree of recognition and to present a different visual image from that of its neighbouring competitor. The visual image had to remain recognizable over the years but open to changes for every new season. The combined print products of each season, such as posters, programme notes, tickets, magazine, brochures and advertisements had to be recognizable as belonging to that particular season. However, during the course of the season the basic graphic concept was due to be modified in order to show a development from the first preview up to the final reviews, accompanying the loyal festival visitor throughout the year.
In addition to the traditional target group, a younger clientele had to be addressed. In particular, prospective visitors from the densely-populated areas of Berlin and Hamburg were to be made aware of the possibility of short trips combined with a visit to the festival.

Solution:
The brand image of the Mecklenburg-Vorpommern Festival is based on three basic elements: the distinctive festival red, the logo and an visual concept which follows the three chosen themes of landscape, venues and music. Each year, these basic elements are used in different ways. During the year, the potential visitor to the festival comes into contact with the different advertising media and becomes familiar with them. This is true for former visitors who are kept up to date about the festival by direct mailings as well as potential new visitors who notice the festival red on posters or in advertisements.

The steadily increasing numbers of visitors and the fact that visitors identify more and more with “their” festival prove that this strategy is right and works in harmony with the musical concept.


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