ESSENCE Communications annually presents ESSENCE FEST, the country’s largest music and empowerment festival, with more than 400,000 in attendance. Since 2008, LIQUID SOUL has integrated entertainment properties into the festival. In 2012 LIQUID SOUL brought to the attention of ESSENCE a growing concern it had heard from its film and television partners. These brands understood the value of the festival but could not afford to participate within the existing sponsorship structure.
As a result of these discussions, LIQUID SOUL collaborated with ESSENCE Communications to develop and manage what is now called the Entertainment All Access program. This program permits entertainment brands to have access to established consumer engagement platforms within the festival at a price point more in alignment with their budgets.
CLIENT: ESSENCE COMMUNICATIONS
SERVICES: Experiential Marketing