Brilliant Team Creates a New Alaska Tradition
A client of ours, State of Alaska Economic Development, was looking to expose the Alaska craft alcohol industry to the world in a big way. And why wouldn’t they want to do that? It’s something the state excels at and it’s a growing industry ready for growth. To help propel the industry to the next level, our the client wanted to do something fun, memorable, and above all, something that raised awareness of our incredible Alaska made products.
With that direction, the Brilliant team helped launch a new tradition – the Alaska Crafted Festival. The event, held May 21st in Downtown Anchorage, featured the best of that side of the world, including more than 25 breweries, distilleries, cideries, meaderies and wineries from around the state all in one place. It invited Alaskans, tourists and visiting media to sample the taste of Alaska, and it expanded to include local food trucks, support from neighborhood businesses and the sounds of five bands from across the state.
That sounds like a lot, right? It was, and to create such an epic event, the Brilliant team researched existing festivals, sampled many products from our great state (that was a tough day at the office), and investigated the things that influence and interest Alaskans. That led into months of development, coordination and promotion – including creating collateral for liquor stores, posters and coasters for local bars and restaurants, and radio and Facebook ads for a wider audience – but we have good news: it resulted in an incredibly fun festival that helped build up real excitement for the Alaska craft alcohol industry.
This type of event can tax even the biggest advertising agencies, as it asks each and every member of a team to handle an extraordinary load to bring it to life. We worked closely with our subcontractor, Thompson & Co., to utilize the strengths of each agency. It’s an enormous undertaking, but with good people and a good idea, great things can happen. In the end, over 1,500 people attended, thousands of Alaska products were sampled, and one heck of a good time was had at the first ever Alaska Crafted Festival. We’d say that’s pretty great.