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Make Every Extraordinary Event an Unforgettable Experience
The international Festival de Cannes draws 80,000 visitors and 4,000 journalists1 each year. For two weeks, film aficionados worldwide descend upon the otherwise tranquil French Riviera town to screen documentaries and films from established moviemakers and up-and-coming auteurs, while rubbing elbows with A-list celebrities.
Question: How does one improve upon an experience that has captivated filmgoers for more than seventy years?
Iconic events like the Cannes Film Festival, London Fashion Week, or even observing the Northern Lights in Tromsø are more than just dates on a calendar. These are malleable moments in time that can be made immersive and engaging long before the event starts and well after it ends.
Consider the excitement and glamour of a movie premiere or the allure of a fashion runway. Now, picture crafting bespoke travel packages that encapsulate this spirit—themed hotel stays, exclusive tours, and front-row access, all designed to elevate a great event into a memory that lasts a lifetime. Yet, the success of such endeavors hinges on reaching the right people. That’s where Acxiom steps in. Our audience data solutions enable travel firms to pinpoint their perfect clientele. For travelers, it means discovering the travel companion that promises to turn their dream vacation into reality.
Acxiom’s advanced MarTech solutions combined with our digital data audiences help brands transform even the most compelling event into an irresistibly captivating narrative that delights customers and drives success. The key is capturing high-quality data and managing it both ethically and effectively so that every message, offer, and recommendation is sublime and finds the correct audience.
Interestingly, it’s not only brands who are pushing for more meaningful experiences to drive growth – it’s customers themselves demanding more personalisation and relevance from their brands (while observing strict privacy practices). The pressure on marketers is substantial!
For example, imagine being asked to elevate the marketability of an event such as the Olympics. How does one increase the appeal of the greatest sporting spectacle on Earth?
Using data-driven strategies, finding the right audiences, and AI to connect with sports enthusiasts, marketers can offer packages that capture the essence of sporting triumph and ensure products resonate with fans. Through Acxiom Audiences and Acxiom Real ID™, brands can distinguish between customers who prefer football, basketball, and fantasy sports enthusiasts to those passionate about skiing, golf, martial arts, and water sports like boating and swimming. Is this a customer’s first Olympic Games? Messages can be tailored with travel tips and train rates. Unfamiliar with the city? Empower your customers with recommendations and deals for restaurants and accommodations.
In a nutshell, every step of the experience – from visiting the Edinburgh Fringe Festival to supporting your team at an UEFA European Championship – should be seamless from the time the customer decides to attend until the moment the next adventure presents itself.
With so many marquee events in Europe competing for center stage, improving the experience with sophisticated MarTech tools underpinned by a robust data foundation and audiences at your fingertips may be the difference between merely recording another event in the books or generating a milestone moment in your customers’ lives.