Client: The Fairfax County Brewfest began in 2016 to promote the brewing industry in Fairfax County, Virginia. It is normally a one-day event with live music and approximately 1500 attendees at Mustang Sally Brewing Company in Chantilly, Virginia.
Problem: Much like Friday Night Live!, we tried to redesign the event to conform to current safety measures and restrictions on large gatherings. When we couldnâ€™t design an event that would meet our goals and the safety guidelines, we decided to move forward with the event by empowering each participating brewery to hold a concurrent event of their design on the scheduled date of Saturday, September 26.
Solution: We used the marketing reach of the Brewfest community that we had created on Facebook and Instagram and worked with the 7 breweries involved to promote through their audiences as well. We also did a PR blitz and got some great articles in local press leading up to the event.
To further promote the event and reinforce the branding, we printed t-shirts for all the brewery staff to wear on the day of the event.
Result: The event was a great success across all 7 breweries. A few reported it as their best Saturday of the year!!!
The key to the success was staying focused on promoting the breweries, keeping the Fairfax County Brewfest name in the minds of people, and putting us in a position to hold a successful in person event in 2021.
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Read about other client events we took virtual in 2020: