Bergen International Festival brand campaign 2013-2016

This case study shows how the Bergen International Festival (FiB), a Norwegian music and theatre festival, reengaged with its audience by rebranding itself.

Advertiser: Bergen International FestivalAgency: ANTI BergenCountry: Norway

Objectives

Figure 1: Image from FiB

Bergen International Festival

Established in 1953, under Royal patronage, Bergen International Festival [Festspillene i Bergen / FiB] is the largest classical and avantgarde music and theatre festival in the Nordic countries.

The festival is a not-for-profit foundation, receiving public funding in addition to corporate sponsorships and private donations.

Client Objectives

  • Increase first time visitors
  • Maintain strong patronage from existing attendees
  • Increase overall audience numbers
  • Increase ticket sales

In 2012, the number of first time visitors was at 11%.1The client outlined...

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