Mission & VisionMission: Provide an intimate and full-bodied music and social experience

to concertgoers

Vision: Become a well-known concert hall loved by Danish residents as well as foreign students.

1856: opened as water supply station

1987: opened as music venue

2011: new owners, extensive renovations

2012: won award for “Copenhagen’s Best Music Experience”

History

Objectives and StrategiesAttract American customers, particularly study abroad students

Promote intimate and complete experience approach to concerts

Create a campaign targeted at American students, specifically DIS students, that can be used during all semesters

Value WordsIntimate

Unexpected

Complete Experience

American students studying in Copenhagen

Secondary Target Audience

Primary Target AudienceDIS students every semester

Logline

A group of students experience a fun-filled night in reverse, starting at an energetic show at Pumpehuset and concluding with with students leaving together for a concert.

Tagline

Where will your night go?

https://vimeo.com/150202328

Final Video Campaign

Advertisement Composition

Highlight complete experience by showing a fun night out at Pumpehuset

Not just the concert, social environment as well

Show the night in reverse for an unexpected vibe

Point-of-view shots to make the experience intimate, make the viewer feel like they are at the concert

Show how close Pumpehuset is to DIS

Footage of bands American students will recognize

Print Campaigns

Newsletter

Marketing StrategyCreate a Facebook page for Pumpehuset that is directly for DIS

students to promote upcoming events

Send out a newsletter and print campaigns each semester to recommend Pumpehuset to DIS students

Have a student be a liaison between Pumpehuset and DIS to ensure the connection between the two stays every semester

Develop Facebook events to be distributed through the semester specific DIS Facebook group

Put up newsletter and print campaigns around DIS buildings and DRC’s to notify students about upcoming shows

Facebook Event

Facebook Page

Special Features

Page TranslationIncrease information access for target group

“About”, “FAQ”Evolution of idea

FacebookLiaison control