About the Project

Since 2012, Uptown Live has been one of the signature street festivals in New Westminster. Taking over Uptown New West near 6th Street and 6th Avenue for one summer day, the event includes live music on multiple stages, plus interactive exhibits, local artisans, food vendors, and fun for everyone.

Project Objective

To manage the marketing and promotion of Uptown Live 2024

Project Deliverables & Results

• Created and curated social media content, and engaged with the community, over the event promotion period.
• Created social media advertising campaigns and monitored results.
• Coordinated social media giveaways with key partners.
• Distributed two press releases to announce event dates and musician line-up.
• Identified media outlets for ad buys and negotiated media sponsorship, including Z95.3 and New West Record, to more than double the ad investment.
• Successfully negotiated to have Z Squad and Taylor Swift “Sign The Car” on location, which prompted additional social media and on-air mentions via Z95.3.
• Submitted event details for listing with digital and traditional media
• Coordinated with other contracted marketing vendors (e.g. graphic designer and web developer) to execute all marketing activities.
• Provided live social media coverage throughout the event.
• Supervised two volunteer photographers on location.