THE CHALLENGE

Tomorrowland is the world’s largest and most renowned electronic dance music (EDM) festival. Dialogue was engaged to successfully publicize and amplify the festival’s presence, solidifying its reputation as a premier cultural event in the Brazilian market for years to come. In addition to the main EDM festival, Tomorrowland entrusted Dialogue with promoting the documentary “We Are Tomorrow”, produced in collaboration with Vintage Culture and Amazon Music.

THE WORK

Dialogue provided a comprehensive communications strategy that encompassed a key media relations strategy across Latin America, content creator and influencer mapping and outreach pre, during and post event. The agency took charge of the accreditation process of 236 journalists, provided support onsite and coordinated press opportunities. Top influencer profiles were carefully selected, focusing on those with a passion for EDM and music festivals. Even before receiving official approvals, this selection generated a wave of content as influencers eagerly anticipated the upcoming Tomorrowland experience.

Once the event started, influencer digital presence was enhanced by positioning them in premium festival lounges; and after the event, relationships with influencers were maintained by showcasing the content generated during Tomorrowland.

THE RESULTS

Journalists and content creators from around Latin America delivered positive, engaged, and enthusiastic coverage of Tomorrowland and future editions. Content on Facebook and Instagram resonated particularly well within these communities, showing audience peaks across their respective regions. Dialogue achieved a total of 346 media placements with an estimated reach of 470M. Tomorrowland Brazil was also attended by 108 influencers who created 90+ posts shared on their Instagram Feeds, 1 YouTube and +700 Instagram Stories for a total impact of 103M followers. Finally, 36 tier 1 journalists and 38 influencers attended the “We are Tomorrow” documentary premiere, generating hundreds of Instagram Posts and Stories and dozens of media publications.