Telus 2012 tremblant international blues festival

Strategy and creation of the pre-event campaign; strategy, creation and production of the sponsorship’s activation.


Established in 1994, the Tremblant International Blues Festival has gradually emerged as one of the blues manifestations the most important in North America with over 150 shows spread over 10 days, tens of thousands of visitors and many internationally renowned artists

To promote the first year of the association between TELUS and the festival, a pre-event campaign in the form of a guerrilla war was imagined.  A group of musicians dressed in the colors of TELUS walked around the busiest streets downtown Montreal to play blues pieces using only touch pads.  Their performances and the reactions of their audiences were filmed and posted on the web and social medias.  The whole was supported by a media purchase campaign, including rich media allowing to display the video as a banner and to lead the net users to a web page specifically dedicated to the association between the two entities.

The sponsorship activation resulted in the creation on the site of the « Studio e-blues TELUS », a real blues technological studio, within which the young and old were invited to demonstrate their musical talents on touch pads.  In addition, a privileged greeting component was offered to TELUS subscribers. As such they had an exclusive access to attend performances from the TELUS VIP zone with a stunning view on the stage.