Guestar Night

Event management and integrated communication campaign

Concept

Parma opening its doors to music

On September 3, 2021 the first Guestar Night took place in Parma. Nine free concerts, all in one night, were the core of this unconventional format that the agency designed and executed together with partner Guestar and the involvement of local institutions. The objectives: to support music, one of the industries hit the hardest by the pandemic, and revitalize the city center and suburbs. The event took place with the technical support of Pyxie: the first app allowing audiences to become event creators. And to make the evening even more exciting there was the surprise performance of a super guestar! Watch the video to find out more!

Different project phases

Inclusive and democratic - The added value of Guestar Night

Application, registration, live! These were the 3 steps of the innovative formula of Guestar Night. The first step was a call to artists to create the events line-up, as well as a call to citizens to propose their location for one of the live concerts. The second step consisted in the official launch of the final artist line-up and the opening of registrations, with the announcement of the 5 private and 4 public locations of the gigs. The core of all these activities was one platform - guestarnight.it - where all events got sold out in a matter of weeks.

The communication plan

The big success of the first edition

For the Guestar Night, included in the Parma Capital of Culture 20+21 and Cibus Off programme of events, The Ad Store took care of the design and organization of the evening in all its phases, and developed an integrated on and offline communication plan.
The activities included in the plan spanned from the launch of a dedicated digital platform to advertising and OOH activities and a preview within Cibus 2021, from social content production and management to media relations and press office activities fostering WOM, with the results of hundreds of people attending the 9 events.