Bud Light Digital Dreams, the electronic dance music festival held every summer, has hired Toronto-based The Mint Agency as its public relations agency.
Last year, the festival sold 70,000 tickets, making it the largest of its kind in Canada. The festival merges urban culture with fashion, art design and electronic dance music and its fifth edition takes place July 2 and 3 at Toronto’s Ontario Place.
The Mint Agency will manage all public relations activities for the festival, including contributing to strategy for the brand, conducting influencer engagement and providing strategic counsel. It’s the agency’s first foray into the music festival sphere, though it does work for the Buffer Festival (featuring YouTube content) and the Toronto International Film Festival (TIFF).
“It’s definitely very exciting,” says Samantha Margolis Fogle, president of The Mint Agency. “The world of entertainment is where we got our start and it’s definitely our comfort zone, so when we got the opportunity to bid, we were very passionate about it.”
The Siren Group had the account last year, but “couldn’t make it work (this year) because of timing,” says Kyle Standaert, festival marketing manager of Live Nation Canada, which produces Bud Light Digital Dreams.
Live Nation gave The Mint Agency the nod after interviewing a few other agencies. “I think they really liked our experience and our energy. We have a whole team that travels around to all these different music festivals, so I think that really helped us secure the account,” Margolis Fogle says.
Standaert says the festival will work with The Mint Agency on strategic tactics to expand its reach and audience.
Work is well underway on planning and strategy development and an influencer program is being ironed out, Margolis Fogle says.
With just over 30 employees, the marketing and communications agency’s client roster includes Google, Nespresso, SodaStream and Hershey’s.
