From Local Tradition to Regional Cultural Hub
Challenge
Festival Betances, New England’s longest-running Latino cultural festival, had been a community tradition since 1973, hosting icons like Menudo, Gilberto Santa Rosa, and La Fania. While well-known in its neighborhood, the festival needed to expand its audience, attract new generations, and secure fundraising through sponsorships. Additionally, after moving online during COVID, it required a refreshed image to reach a broader audience beyond Boston and position itself as a premier Latino cultural event.
Strategy
We implemented a comprehensive rebranding and multi-channel promotional approach. Key elements included:
A new text-only logo for flexible use across designs.
Developing yearly themes to attract diverse audiences (e.g., all-women musicians, salsa showcases, Afro-Caribbean rhythms), and creating lively, dynamic designs that complemented each theme.
A multi-channel campaign that included paid advertising and email marketing to boost awareness.
Social media toolkits for sponsors, partners, and artists to maximize reach.
Live coverage on social media with live streaming and artist interviews.
On-site videography to capture material for yearly recaps and future promotion.
Audience surveys to collect demographic insights and refine outreach.
Results
Festival Betances’ attendance skyrocketed from 1,000 to 3,500, attracting attendees from Connecticut, Rhode Island, and even Puerto Rico. The festival saw thousands of user-generated Instagram stories, boosting organic reach, and its fresh yearly designs were so successful that festival-goers requested collectible stickers. Most importantly, we expanded the appreciation of Latino music and culture beyond the Latino demographic and Boston, preserving and reinvigorating a cultural staple. Today, Festival Betances stands stronger than ever as a proud, thriving celebration of Latino heritage.