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Ottawa Jazz Festival 2018 Media Marketing Report

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Published by graphics, 2018-10-01 12:08:10

2018 Media Marketing Report

Ottawa Jazz Festival 2018 Media Marketing Report

Keywords: media marketing report,2018,ottawa jazz,marketing,sponsor

© Michael Carrocetto

2018 MEDIA

MARKETING
REPORT

602-294 Albert Street, Ottawa, Ontario, K1P 6E6

T: 613-241-2633 │ OttawaJazzFestival.com

Registered Charitable Organization #: 1
2018 Media Marketing Report │ TD Ott1a1w9a0J7a-1zz63F7e-sRtTiv0a0l01


FRONTLINE

© Elizabeth Dunford

BOARD OF VOLUNTEERS
DIRECTORS
More than 640 people dedicate their time, services and expertise to the
President Festival. Volunteers eagerly anticipate the start of the Festival and often
John Freamo take vacation time, some traveling from overseas, to participate. Their
contributions result in a collective 24,000 hours of volunteer time.
Past President
Gavin McLintock

Vice President & Treasurer
Jeanie Vanderzon

Volunteer Co-ordinator
John Cvetan

Secretary
Mark Dregas

Executive Producer
Catherine O’Grady

Dan Gamble, Doug Fischer, Poppy
Vineberg, Yael Wexler, Ira Abrams,
and Oren Howlett

2018 STAFF Operations Assistant
Sam Nasser
Executive Producer
Catherine O’Grady Artist Liaisons
Michelle Barr, Lovedyne Dumont,
Programming Manager Nyat Araia, and Ben Emond
Petr Cancura
Communications Specialist
Director of Marketing & Jordan David
Partnerships
Suzan Zilahi Box Office
Julian Selody, Akobi Adams, Ryan Hicks
Director of Sponsorship &
Business Development Bookkeeper
Dawson Hamilton JoAnne Sherry

Artistic Associate & Production Manager
Programming Coordinator Grant Young
Jacqie MacKay
Associate Production Manager
Graphic Design Coordinator Doug Millar
Dominic Chenier
Community Outreach Coordinator
Operations Manager Joni Hamlin
Adi Cajo
Transportation
Operations Coordinator Christine Thompson
Chris Elms

© Photos in report by Dominic Chenier except where otherwise indicated.

1 2018 Media Marketing Report │ TD Ottawa Jazz Festival


SUPPORT 2018 SPONSORS

Supportive sponsors like TD, OLG and Black

Top Shelf Distillery, and funders like Celebrate
Ontario, allow the Festival to present a lineup that
focuses on artistry above all else.

DONORS & FRIENDS CMYK
Pantone
Donors and Friends of the Festival contribute
nearly $30,000 toward our youth and jazz outreach
programs. This funding is critical to the overall
success of the event. It provides the resources
to allow the Festival to continue to reach out to
up-and-coming young jazz artists and to give them
an opportunity to participate in the Festival in a
dynamic way.

Outreach programs include:

DDYouth Series
DDTD Jazz Youth Summit
DDStingray Rising Stars
DDPresenting more than 500 local and

Canadian jazz musicians who rely on
festivals for their livelihood

GOVERNMENT redapron.ca
SUPPORT
real food . prepared well
The Festival continues to receive vital support from
all levels of government. We gratefully acknowledge D.E. Systems Ltd
the following:
Federal: solutions driven
by technology
DDDepartment of Canadian Heritage
DDNational Capital Commission

Provincial:

DDTrillium Foundation (Ontario)
DDOntario Arts Council
DDEmployment Ontario

Municipal:

DDCity of Ottawa
DDCommunity Foundation of Ottawa

22018 Media Marketing Report │ TD Ottawa Jazz Festival


The 11 day festival showcased more than 800
MUSICIANS performing in OVER 100 CONCERTS

2018 in the heart of the Nation’s Capital on 7
DIFFERENT STAGES in 9 UNIQUE SERIES.

OVERVIEW

“An astounding array of
superlative artists from
around the world will
perform at this year’s
Festival.” – Hendrik Pape,
Soundcheckentertainment

1 3 NEW SERIES 3 TOP 20
The Festival continues to develop vibrant new FESTIVALS &
series. The FREE OLG Ontario Series at the EVENTS IN
OLG Ontario Stage, OLG Play North Series ONTARIO
presented by Air North, and the Masters’
Series perpetuates the Festival’s reputation of The Province of Ontario
programming excellence. continues to bestow a Level
of Distinction in the top 20
2 ONLINE TICKET category to the TD Ottawa
PURCHASES Jazz Festival.
82% of total sales (as opposed to 75% in 2017)
were online purchases.

3 2018 Media Marketing Report │ TD Ottawa Jazz Festival


TD Ottawa Jazz Festival
June 21 - July 1, 2018

8 INNOVATIVE
PROGRAMMING

“… [the festival] put together another thoroughly
memorable lineup with enough music from across

the entire jazz spectrum and beyond, to provide
more than just something for everyone.”
– John Kelman, All About Jazz

7 FREE
CONCERTS

In 2018, the OJF presented
54 free concerts out of 116

(including the FREE OLG
Ontario Stage)!

4 PACKED TO 6 TOURIST © Michael Carrocetto
CAPACITY DESTINATION
Significant tourism publications
With famed artists such as Django
Bates, Terence Blanchard, Jerry continue to highlight the Festival:
Granelli, Mari Boine and Gonzalo The Globe and Mail – Hottest tickets
Rubalcaba, 4 series including the in Canada: Five things to do across
Discovery, Masters, OLG After Dark the country; Toronto Life – 5 super fun
and 7:30pm Series were all at full
capacity. reasons to visit Ottawa; Usit Ireland
– Top 10 destinations in Canada;

FlightNetwork.com – 15 Best Music
Festivals in North America.

5 SOCIAL MEDIA
According to Meltwater, our total
Social Media Reach (combining Twitter,
Facebook, Instagram and YouTube),
is more than 56,473,148 as opposed to
52,464,706 in 2017.

20210818MMedediaiaMMarakrekteitninggRRepepoortrt││TDTDOOtttatwawaaJaJzazzzFeFsetsitviavlal 4


NOTEWORTHY

201IN8

© Michael Carroccetto

1 TOP SHELF MAIN STAGE AT
MARION DEWAR PLAZA

The New! Top Shelf Main Stage allowed the Festival to update
technical considerations such as sound, lighting and backline
along with new branding infrastructure.

“… the festival has put together yet another stellar lineup for its
11-day run from June 21 to July 1.” – John Kelman, All About Jazz

©

2 OLG ONTARIO SERIES Annual surveys indicates that our audience is
In 2018 the Festival introduced the New! OLG able identify the specific series we present.
Ontario Series. Offering 30 FREE dynamic shows,
this series predominantly showcased Ontario 3 OLG
musicians, along with other artists from across PLAY NORTH
Canada. Becoming an instant sensation, it SERIES
became the fourth most identified series by PRESENTED
Festival-goers in 2018. BY AIR NORTH

© Suzan Zilahi Developed by the Festival to celebrate
indigenous musicians from circumpolar
“This [OLG Ontario] series of… free concerts featured a countries in an innovative collaboration never
number of up-and-coming and established artists from the before seen featuring artists from Canada,
festival’s home province, and was a terrific way for those on Norway, Finland, and northern Germany.
a budget to catch some great music.”
– John Kelman, All About Jazz “As part of the [OLG] Play North series,
Kimmo Pohjonen will be collaborating
5 2018 Media Marketing Report │ TD Ottawa Jazz Festival with Mary Margaret O’Hara. Both artists
are virtuosic improvisers in their own right
with a unique approach to music. This
collaboration is a once in a lifetime concert.”

– BytownSound


5 TD JAZZ YOUTH SUMMITBrings together top young musicians from across the nation during the Festival. The Summit

provides young Canadian musicians a rare platform to develop their music experience
by working with internationally acclaimed musicians and clinicians, culminating in two
performances on the Main Stage and participating in the Late Night Jamming sessions.

Venerable jazz master, Herbie Hancock and his esteemed band, watched their show (opening
for Herbie Hancock) before their headlining performance. The legendary pianist lauded their
performance before his show.

“Did you hear those young musicians that just played,” asked the legendary Herbie
Hancock of the audience, “Weren’t they amazing?” I couldn’t play nearly that good
when I was that age... They’re way ahead of their time,” exclaimed the maestro.

4 STAY22 FESTIVAL 6 LATE NIGHT
MAP APP JAMMING AT THE
LORD ELGIN HOTEL
The Festival teamed up with Stay 22 to
offer an exciting new interactive App that This popular FREE late night series was more packed than
allows festival visitors to locate concert ever into the wee hours of the morning and is an example
venues, book hotel stays and local of the business the Festival generates for its sponsors.
restaurants.
“There have been some years where the jam sessions
Only introduced in late May, the map have, in some ways, eclipsed main shows with the
already generated 47,098 visitors viewed excitement and energy of seeing artists known and
on mobile devices and 14,319 on tablets on-the-way-up collaborating without a safety net.”
according to Google Analytics. The App – John Kelman, All About Jazz
will be available throughout the year.

© Suzan Zilahi

6622001188MMeeddiiaaMMaarrkkeettiinnggRReeppoorrtt ││ TTDDOOttttaawwaaJJaazzzzFFeessttiivvaall


LAUNCH

Friday March 9th, 2018

© Jordan
David

@CBC Ottawa > Twitter The Festival’s Programming Manager Petr Cancura appearing on
Local > Ottawa CBC Radio’s All in a Day, 91.5 with Giacomo Panico.
Sunday, June 10, 2018
EXCLAIM.ca
@Apt613 > Twitter March 9, 2018
April 2, 2018

7 2018 Media Marketing Report │ TD Ottawa Jazz Festival


The Ottawa Citizen, CBC,
Exclaim Magazine and
North Country Public
Radio (NCPR) covered the
2018 Festival extensively,
reviewing numerous shows
such as: Herbie Hancock,
Boz Scaggs, Alison Krauss,
Chaka Khan, Chris Botti,
DeeDee Bridgewater, and
many more!

82018 Media Marketing Report │ TD Ottawa Jazz Festival


GREENING

Every year, the Festival works closely with its volunteers, vendors,
suppliers and partners to reduce its carbon footprint.

Twenty eight recycling stations, for a total of 50 bins, were DDPaperless Volunteer Program.
spread around the Festival grounds encouraging patrons DDProgram Book available online.
to stay green in 2018. Everything from the biodegrable DDPaperless ticketing system (tickets are emailed
wine and beer cups supplied to our attendees; to card-
board and glass/plastic/metal containers from our food then scanned on patrons’ mobile devices).
vendors were proudly recycled with the help of the OJF
green team. DDUse of efficient print methods for marketing

Highlights of our greening efforts during materials on recycled FSC-certified paper.
the Festival:
DDUse of 100% biodegradable and compostable beer DDFestival situated adjacent to major public

cups made from 100% renewable resources (from transportation (OC Transpo).
Green Shift, Canada).
DDMultiple bike racks provided by both the Festival, the
DD1.8 metric tonnes (MT) of mixed fiber materials &
NCC, and the City of Ottawa.
2.77 MT of recyclable materials collected.
DDBeer, wine, cans and liquor bottles recycled
DD28 recycling stations were strategically located DDBeau’s All Natural Brewery, our official beer sponsor

around the festival site. since 2009, brews with organic malts and uses local
spring water.
DDFood ware from our vendors was either re-usable,
The 2018 Ottawa Jazz Festival achieved an estimated
biodegradable or recyclable. overall diversion rate of 49%.

Data compiled by

9 2018 Media Marketing Report │ TD Ottawa Jazz Festival


ON-SITE Sponsors and
ACTIVATIONS businesses find
activations effective
CONFEDERATION PARK & for product sampling,
MARION DEWAR PLAZA promotion, awareness
and sales.

Some of the on-site activations at the
2018 Festival included: TD, OLG, Telus,
McCafe, LCBO, and more.

This year, the much appreciated
TD Comfort Zone provided a free WiFi
and cell phone charging station!

102018 Media Marketing Report │ TD Ottawa Jazz Festival


TD WINTER Performers included:
JAZZ FEST
Fred Hersch
FEBRUARY 9 – 12, 2018 Quartetski does Bartok’s Mikrokosmos
Dock in Absolute
In its 8th year, the 2018 TD Winter Jazz Barbra Lica
Festival at the La Nouvelle Scène. Kelsey Hayes
Paolo Angeli
Hilario Duran & Ottawa Latin Jazz Big Band
Emma Frank
Chet Doxas “Rich in Symbols”
Jim Black Trio featuring Elias Stemeseder & Thomas Morgan
Steve Boudreau Trio
The 33z
Heather Cornell and Jesse Stewart

OVERVIEW PRINT MATERIALS

As one of the few winter music festivals in the city 550 posters and 2,150 flyers were distributed accross
of Ottawa, TD Winter Jazz Fest warms the capital the National Capital Region. A program book with
during the cold weather with loads of jazz music complete artist biographies was also available online
in cozy venues. and at the venues.

Total Attendance. . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1K Total Advertising Reach . . . . . . . . . . . . . 3.5 million +
Total Website Visits*. . . . . . . . . . . . . . . . . . . . . . . . . . .13K Ads appeared in Exclaim, Apt613,
Total Facebook Reach*. . . . . . . . . . . . . . . . 206K + Showbox, Ottawa Citizen blog
Total Tweet Impressions*. . . . . . . . . . . . . . 118K + takeover, Postmedia, Google and
OttawaStart
*From January 1st to February 15th, 2018.
Total Media Reach
Top Twitter mention earned 11K impressions

Ottawa Citizen, CBC Radio (various shows),

Globe & Mail, North Country Public Radio,

Ottawa Start, CTV Ottawa Morning, and

Ottawa Showbox . . . . . . . . . . *16.3 million +

Winter Jazz Festival logo, poster, program, promotional materials
designed by Adi Cajo

* Data compiled by

11 2018 Media Marketing Report │ TD Ottawa Jazz Festival


MEDIA 2 TD Ottawa Winter
SAMPLES Jazz Festival
Feb. 8-10
WHERE Ottawa Little brother to the Ottawa playing his New York City art inspired
Magazine. Jazz Festival that takes place “Rich in Symbols” (Feb. 9), and
Winter/Spring, 2018 in Confederation Park and the multiple Grammy Award-winning
NAC every June, the TD Ottawa master pianist Fred Hersch (Feb.
Winter Jazz Festival still captures 10). The winter music festival also
that summer heat in the midst of designates late-night time slots for
February. This year’s instalment open jam sessions, brigning together
that takes over La Nouvelle Scène musicians from near and far.
showcases Canadian jazz vocalist La Nouvelle Scène, 333 King Edward
Barbra Lica’s upbeat songs of Ave., ottawajazzfestival.com
heartbreak and longing (Feb. 8),
woodwind master Chet Doxas

The Globe and Mail
Newspaper
Thursday,
February 1st, 2018

122018 Media Marketing Report │ TD Ottawa Jazz Festival


AUDIENCE © André Gagné
DEMOGRAPHICS

11 DAYS

800+ Musicians
100+ Concerts

AUDIENCE RESIDENCE 241K +
attended the
Locals - 207,930 (87%) Festival in 2018
Ontario
(beyond 100k) = 17,842 (6%) 66% of the Festival’s tourists came
Other Canada - 7,982 (3.86%) specifically to Ottawa to attend
United States - 1,601 (.67%) the Festival.

International - 5,497 (2.3%)

40% of 13%
87%
tourists
Locals
stayed in hotels Tourists
(increased by
29% in 2018) 100km + from Ottawa

49% of Festival tourists

stated they will return to
attend the 2019 Festival

13 2018 Media Marketing Report │ TD Ottawa Jazz Festival 2018 statistics compiled by


MARKETING ECONOMIC
IMPACT*
BUDGET $10 $24 $34
$1.3 million (including in-kind) million + million = million
Tourists Locals Total
CAMPAIGN TOTAL REACH
256 million* *Based on 2018 spending.
Statistics compiled by
*amount derived from total of pages 15-16

PROMO MATERIALS

© Jordan POSTERS E-BLASTS
David
3,000 (11” x 17”) posters were 26 campaigns provided
PROGRAM BOOK distributed across the National information about our
Capital Region. The image was also up-coming concerts.
Printed on recycled FSC-certified shared online through social media,
paper, our 88-page colour reaching over 48K people. Subscribers: 10K
program book was widely Average open rate: 42%
distributed in key locations in BROCHURES
the Ottawa region and handed
out extensively to festival-goers. Brochures were printed and
It is still available online as a flip distributed across the Ottawa/
book. Gatineau region, tourist information
kiosks along Highway 417, Kingston,
Summer Jazz Festival poster, brochure, and Northern NY state.
program and promotional materials
designed by Dominic Chenier 2018 Media Marketing Report │ TD Ottawa Jazz Festival 1144


ADVERTISING CAMPAIGN

In 2018, the Festival’s worldwide advertising reach was more than 256 million

Amount derived from the total of these two pages

LOCAL ADVERTISING

MEDIA OUTLET INSERTION PERIOD CIRCULATION INSERTIONS TOTAL REACH
Print Only
Postmedia - Ottawa Citizen April - June 785,808 11 8,643,888
Le Droit Jan - June 30,000 2 60,000
Ottawa Beat 5,000 1 5,000
Magazines
Where Magazine May - June 65,000 1 65,000
Transit
Pattison - OC Transpo King Boards May - June 362,756 90 32,648,040
Astral Media Outdoor - 3 airport carousels June 147,680 3 443,040
Local Tourism Displays
Ottawa ExploreBoard Network April - June 161 19 3,064
Radio
CBC Radio 1, 91.5 FM promos June 2,369,000 21 49,749,000
Rouge FM 94,9 June 134,000 60 8,040,000
CHUO June university radio 306 n/a
Live 88.5 (Newcap Radio) June 67,000 100 6,700,000
Hot 89.9 (Newcap Radio) June 99,100 49 4,855,900
Online Advertising Impressions CTR Total Reach
Apt613 June - July 714,542 0.13 714,542
CBC Radio 1 - 3 promo Tweets June 333,639 333,639
Distribution
Festival distribution May - June 20,050 20,050
CTM (brochures) May - June 15,000 15,000
CTM - Ottawa Fun Map May - June 50,000 50,000
Canada Post May 4,300 4,300

GEOGRAPHIC FOCUS :

a National Capital Region
a Ontario and Quebec more than 100k from event
a North Eastern US
a France, Austria, Germany, Great Britain,

Australia and Japan

a Eastern and Western Canada

15 2018 Media Marketing Report │ TD Ottawa Jazz Festival


Arrivals carousel banner at
the Ottawa Macdonald-Cartier
International Airport.

© Suzan Zilahi Bus signage is a powerful
medium to encourage word of
mouth and is a veritable roving

banner.

OUT OF TOWN ADVERTISING

MEDIA OUTLET INSERTION PERIOD CIRCULATION INSERTIONS TOTAL REACH
June 470,707 1 470,707
Print Only

Ottawa Tourism Value added inserts: Toronto
Star, Globe & Mail, Montréal Gazette, Le Soleil
(subscribers only), Kingston Whig Standard, North
Bay Nugget, Belleville Intelligencer, The Record
(Kitchener/Waterloo, Hamilton Spectator, Le Devoir

Magazines

DownBeat (US) May - June 68,000 1 68,000
480,000 2 960,000
Exclaim May - June 250,000 1 250,000
324,000 1 324,000
Summer Fun Guide 2018 Guide 10,000 1 10,000

On-the-Go May 375,000 72 27,000,000

NYC Winter Jazz Festival Dec. 2017 101,580 138 14,018,040

Radio 2,200,000
Impressions
WGBO - only full time jazz station in New York City 202,019
and one of the most listened to jazz stations in the 22,877
world (public radio) 209,480
454,545
Toronto Video Displayssm Displays 203,636
208,333
3 screens @ Richmond Adelaide Center; 3 screens 95,028
@ Toronto Stock Exchange Tower, 2 screens @
Royal Bank Plaza; 2 screens @ First Canadian Place;
10 Toronto PATH Screens, 82 Gateway/International
Newsstand screens

TV June 45 99,000,000
WPBS (Watertown, NY) CTR Total Reach
Online Advertising 1.12 202,019
CBC.CA 0.49 22,877
0.26 209,480
Postmedia Jazz Blog - Takeover May - June 0.20 454,545
0.14 203,636
Postmedia Homepage -Takeover May - June 0.51 208,333
1.0 95,028
Postmedia Video Billboard May - June

Postmedia US Tourists May - June

Postmedia Canadian Tourists May - June

Ottawa Tourism April - May

CBC.ca video banner
showcasing videos of
headliners and link
to buy tickets.

162018 Media Marketing Report │ TD Ottawa Jazz Festival


Attracting local residents and PAGEANTRY
visitors, pageantry is a significant CITY WIDE
focus of the Festival’s marketing © André Gagné
campaign.

Vertical street pole banners: Top Shelf Main Stage Gobo and “Future Man” of Béla Fleck and the Flecktones
Sir John A. Macdonald Parkway,
Laurier Ave., Albert St., Slater St., Bank St. S.

Size: 29.5” x 60”. Quantity: 168

ON-SITE FESTIVAL SIGNAGE

Main gate top & side banners. Laurier/Elgin and Slater entrance Late Night Jamming activity
Size: 2 x 292” x 33’; 1 x 141” x 100” banners. Size: 2 x 292” x 33’; 1 x 141” x 100” tower at Lord Elgin Hotel’s
Grill 41. Size: 41.9”x 95”

Merchandise, Box Office. Concerts Under OLG After Dark Tartan Homes Canada Day Site Map activity
Activity tower: 41.9”x 95”. the Stars Series Series activity Stage 7:30PM activity tower. tower.
activity tower. tower. lineup activity Size: 41.9”x 95” Size: 41.9” x 32.5”
Size: 41.9”x 95” Size: 41.9”x 95” tower. (half size)
Size: 41.9”x 95”

17 2018 Media Marketing Report │ TD Ottawa Jazz Festival


MORE ON-SITE FESTIVAL SIGNAGE

Large banners at Marion Dewar Plaza Gate banners at Marion Dewar Plaza City Hall - Main Gate at Marion Dewar Plaza
in front of City Hall. in front of City Hall. Top Horizontal Sponsor and 2018 Festival Poster banners
Quantity: 2 banners Quantity: 3. Size: 288.5” x 31.4” Size: 42” x 94.5” 1064mm x 2400 mm
Size: 86” x 126” Side Vertical Banners: Quantity: 6.
Size: 66.5” x 123”

© Jordan David

TD Branch pop-up.
Size: 3.5”x 84.5”

Tartan Homes & Steinway National Arts Centre banner. Size: 288” x 336”
Pianos pop-ups - Tartan
Homes Stage

© Jordan David

Big Screen & Left/Right Scrims Discovery Series pop-up Artist Posters. Size: 44” x 38”
by Main Stage in Confederation Park. at the NAC.
Scrim size: 132” x 192”. Size: 33.5” x 84.5”
Ad rotation totaled 189 times
throughout the Festival. 2018 Media Marketing Report │ TD Ottawa Jazz Festival 18


MORE ON-SITE FESTIVAL SIGNAGE

Tartan Homes Stage Gobo Marion Dewar Plaza Sponsor banners

SPONSOR SIGNAGE

TD Comfort Zone TD Umbrellas

© Suzan Zilahi

OLG pop-ups on the OLG Ontario Stage. Quantity: 4 OLG Ontario Stage activity tower. Size: 41.9” x 95”.

© Dawson Hamilton OLG Ontario Stage Scrim Banners. Size: 8 x 10’ x 3’”
OLG Ontario Stage Tent top banner wrap

19 2018 Media Marketing Report │ TD Ottawa Jazz Festival


WEBSITE 480K

pageviews

2018 2,069
STATS
average
From Jan to a day
Aug 2018
175.5K
visits

756

average
a day

Mobile friendly. Engaging. Interactive. Visual. 175.6K
visitors
Ottawajazzfestival.com continues to be the principle source of information for 757
our audience. With a strong focus on engagement and usability, it continues to average
be one of the top ranked Ottawa festivals on Google searches. New features a day
this year inlude an interactive Festival map by Stay22.
2:41min
HIGHLIGHTS
avg. duration
a Mobile friendly (in 2018, 54% of visitors a Lots of video and photo
5.7K
viewed the website on their phones and content
most visits in
50% on their tablets) a Instagram feed integrated a single day
a Interactive program book
a Community jazz calendar where local a Interactive venues map
a Superior SEO
musicians can post their events a Easy online application forms
a Easy online donations
a Fast and secure e-ticketing with Etixnow a Major sponsor logos on
a Integrated shopping cart for easier
home page
ticket/pass purchases - 82% of total sales

(as opposed to 75% in 2017) were online

purchases.

Top Website Referrals

Website statistics compiled by

202018 Media Marketing Report │ TD Ottawa Jazz Festival


© André Gagné

MSOECDIIAAL<<<s2o0c9iaMl mILLeIdOiaNrteoatcahl

9.1K Likes 18.8K Followers 3.4K Followers
632K Impressions
1.2M Reach 13K Total Likes
September 2017 to August 2018
September 2017 to August 2018 September 2017 to August 2018
Top June media tweet
Top Facebook Post Total Reach
earned 13,4K impressions
reached 40k people (Sep 2017 - Aug 2018) = 72,945
Ottawa Jazz Festival
Ottawa Jazz Festival @OttawaJazz Jun 01 2018 Top Post earned 124 Likes
Published by Jordan David
July 25 2018 ottawajazz
Ottawa City Hall
The Queen of Funk! @chakaikhan
ottawajazz Double Rainbow for
#Ottawajazz @deedeebridgewater
#yowjazz2018 #OJF2018 #YowJazz2018 #Ottawajazz
#ojf2018 #MyOttawa #deedeebridgewater #soul
posteringottawa Awesome
mishhellbaar We also had it over here
at the Tartan Homes Stage for Ron
Artist II the truth!! Perfect timing!

43, 195 People Reached Data compiled by
11.2K Views │
595 Reactions │Comments │Shares

21 2018 Media Marketing Report │ TD Ottawa Jazz Festival


SOCIAL MEDIA

Adrian Harewood
@CBCAdrianH - Jun 30

Honoured to be introducing legendary jazz
maestro @HerbieHancock tonight at

@OttawaJazz. After six decades in the business
and at the age of 78 Hancock’s music remains
as fresh & relevant as ever. He continues his
pursuit of new sounds. See you at Marion
Dewar Plaza at 8:30pm!

Alan Neal

@alannealottawa - Jun 25
So this happened. Catch my
chat with the one and only

@ChakaKhan backstage @
OttawaJazz Tuesday @
cbcallinaday !

Herbie Hancock

@herbiehancock - Jul 3
Thank you @OttawaJazz !

Photos: Daniel Nawrocki

Laurence Wall

@LaurenceWall . Jun 28
Great to meet the extraordinary
@belafleckbanjo minutes before

his invu on @cbcallinaday. I’ll
be introducing his 8:30 concert

tonight @OttawaJazz.

Norway in Canada

@NorwayinCanada - Jun 29
The amazing @MariBoine #spellbound
#Ottawa audience last night with her
masterful voice @OttawaJazz We hope to see
you back soon! #INDIGENOUS #Sapmi #Jazz
#worldmusic #Norway @MusicNorwayNO

Hallie Cotnam
@HallieCBC - Jun 29
Brian Asselin rocks his purple Commotions
jacket. The Ottawa-based 12-member soul
band plays the @OttawaJazz tonight.

@OttawaMorning

Laurence Wall 22

@LaurenceWall - Jun 27
Wonderful concert with @PMJofficial @
OttawaJazz tonight. 5-piece virtuoso band
(sounded like 20) w/ 5 fantastic singers
and a gifted tap dancer. Come back soon.
#pmjtour

2018 Media Marketing Report │ TD Ottawa Jazz Festival


MEDIA
© Suzan Zilahi

© Suzan Zilahi

Clockwise starting left: Adrian Harewood (host of CBC News) interviews Chris Botti live Opening Night, Alan Neal (host of CBC
Radio One’s 91.5 - All in a Day) interviews Terence Blanchard, Exclaim covered several shows during the Festival.

HIGHLIGHTS Total media reach was over 210 Million*

DDThe Ottawa Citizen showcased the Festival on June 16 DDExclaim, Apt613 and Ottawa Showbox reviewed several

with a front cover wrap of the paper. shows and regularly sent photographers throughout the
Festival.
DDReceived extensive coverage on CBC Radio One 91.5,
DDThe Festival was listed in more tourism publications than
a prominent home page button on cbc.ca/ottawa, 11

artists interviewed on radio and numerous mentions, ever such as: The Globe and Mail – Hottest tickets in

more than 326,234 Twitter impressions. Canada: Five things to do across the country; Toronto Life
– 5 super fun reasons to visit Ottawa; Usit Ireland – Top
DDCritics from the Ottawa Citizen and Ottawa Sun

covered the Festival daily. 10 destinations in Canada; Ottawa Road Trips.

DDNorth Country Public Radio (New York State) and All DDFlightNetwork.com listed the TD Ottawa Jazz Festival as

About Jazz attended and reviewed the Festival several one of the 15 Best Music Festivals in North America.

times.

International Coverage
According to Google Analytics and Meltwater, besides Canada and the United States (being second) the Festival received
overseas coverage from France, Germany, Italy, Ireland, Ukraine, China, India, Peru, South Korea, United Kingdom, Dominican
Republic and Australia. Representing a total media reach of 12.6 million.

CONTESTING Busy Girl Health

Ticket contesting included: @busygirlhealth . Jun 25

CBC.ca, Red Apron, Postering Ottawa, Downtown Rideau, Omg! Thank you
Beaus, CHUO, Top Shelf, Equator Coffee, Thyme & Again, so much to @
Nordik Nature Spa, Grill 41, Lord Elgin, Metropolitan, The
Grand, Zak’s Diner, Shore Club, Pure Kitchen, North & Navy EquatorCoffee for

this pair of tickets
@OttawaJazz! So
excited to see @
herbiehancock this
Saturday! Check
out their insta for
giveaways all week!
#Ottawa
#MyOttawa @
CanadasNAC

*Media tracking commissioned through

23 2018 Media Marketing Report │ TD Ottawa Jazz Festival


MEDIA S AT U R D AY, J U N E 1 6, 2 0 1 8 HOFFMAN SPEAKS OUT ALL THAT
SAMPLES JAZZ & MORE
‘You don’t wish this on anyone’  A3
A conversation
OTTAWA CITIZEN ESTABLISHED IN 1845 about lineup E1

$2.86 plus tax at retail n $3.14 in outlying areas

Ottawa Citizen
Front cover wrap
Saturday, June 22, 2018

10042008-01_1_1 24

2018 Media Marketing Report │ TD Ottawa Jazz Festival


MEDIA
SAMPLES

WHERE Ottawa
Magazine.
May/June, 2018

25 2018 Media Marketing Report │ TD Ottawa Jazz Festival


MEDIA
SAMPLES

Exclaim! Magazine website
Music Section
Sunday, July 1st, 2018

262018 Media Marketing Report │ TD Ottawa Jazz Festival


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