Uptown Live 2024 Promotion

Type of Project

Integrated Marketing Plan, Publicity, Media Relations, Content Development, Social Media, Media Buying, Contractor Management

About the Project

Since 2012, Uptown Live has been one of the signature street festivals in New Westminster. Taking over Uptown New West near 6th Street and 6th Avenue for one summer day, the event includes live music on multiple stages, plus interactive exhibits, local artisans, food vendors, and fun for everyone.

Project Objective

To manage the marketing and promotion of Uptown Live 2024

Project Deliverables & Results

Created and curated social media content, and engaged with the community, over the event promotion period.
Created social media advertising campaigns and monitored results.
Coordinated social media giveaways with key partners.
Distributed two press releases to announce event dates and musician line-up.
Identified media outlets for ad buys and negotiated media sponsorship, including Z95.3 and New West Record, to more than double the ad investment.
Successfully negotiated to have Z Squad and Taylor Swift “Sign The Car” on location, which prompted additional social media and on-air mentions via Z95.3.
Submitted event details for listing with digital and traditional media
Coordinated with other contracted marketing vendors (e.g. graphic designer and web developer) to execute all marketing activities.
Provided live social media coverage throughout the event.
Supervised two volunteer photographers on location.

ReDiscover New West Campaign

Call for RDNW influencers

Type of Project

Collab with VanFoodies, Content Development, Social Media, Influencer Campaign

About the Project

#ReDiscoverNewWest (RDNW) was a joint COVID recovery initiative among a number of business associations in New Westminster, to encourage locals to visit the city to explore, shop, eat, and play. Partner associations included the City of New Westminster, New West Chamber of Commerce, Downtown New West, Uptown Business Association, and Arts New West. In 2022, RDNW wanted to launch an influencer campaign and needed assistance with project coordination.

Project Objective

To develop and execute an influencer campaign on behalf of ReDiscover New West.

Project Results

Created and managed the @rediscovernewwest Instagram for nine months.
Curated and created content for @rediscovernewwest.
Coordinated a nine-month influencer campaign, including recruiting and managing 14 influencers, creating the agreements, overseeing content schedule, collecting analytics, facilitating campaign meetings, liaising between partner associations, and coordinating payments.
Created original content via @vanfoodies (example on Instagram and TikTok)
Generated close to 225,000 impressions through the influencer campaign with an average 9.6% engagement rate per influencer post.