Pumpehuset is a concert hall in Copenhagen that aims to become a well-known and beloved music venue. Its mission is to provide an intimate social experience for concertgoers. To attract more customers, especially American exchange students, Pumpehuset will create a targeted digital and print marketing campaign. The campaign will promote the hall's intimate atmosphere and highlight the complete music experience beyond just the performance. Marketing strategies include developing a Facebook page and events for exchange students, appointing a student liaison, and distributing newsletters and flyers on campus. The goal is for Pumpehuset to become a regular destination for American students studying in Copenhagen.

2. Mission & Vision
Mission: Provide an intimate and full-bodied music and social experience to
concertgoers
Vision: Become a well-known concert hall loved by Danish residents as well as
foreign students.
1856: opened as water supply station
1987: opened as music venue
2011: new owners, extensive renovations
2012: won award for “Copenhagen’s Best Music Experience”
History

3. Objectives and Strategies
Attract American customers, particularly study abroad students
Promote intimate and complete experience approach to concerts
Create a campaign targeted at American students, specifically DIS students, that
can be used during all semesters
Value Words
Intimate
Unexpected
Complete Experience

4. American students studying in Copenhagen
Secondary Target Audience
Primary Target Audience
DIS students every semester

5. Logline
A group of students experience a fun-filled night in reverse, starting at an
energetic show at Pumpehuset and concluding with with students leaving
together for a concert.
Tagline
Where will your night go?

6. https://vimeo.com/150202328
Final Video Campaign

7. Advertisement Composition
Highlight complete experience by showing a fun night out at Pumpehuset
Not just the concert, social environment as well
Show the night in reverse for an unexpected vibe
Point-of-view shots to make the experience intimate, make the viewer feel like
they are at the concert
Show how close Pumpehuset is to DIS
Footage of bands American students will recognize

8. Print Campaigns

10. Newsletter

11. Marketing Strategy
Create a Facebook page for Pumpehuset that is directly for DIS students to
promote upcoming events
Send out a newsletter and print campaigns each semester to recommend
Pumpehuset to DIS students
Have a student be a liaison between Pumpehuset and DIS to ensure the
connection between the two stays every semester
Develop Facebook events to be distributed through the semester specific DIS
Facebook group
Put up newsletter and print campaigns around DIS buildings and DRC’s to notify
students about upcoming shows

12. Facebook Event

13. Facebook
Page

14. Special Features
Page Translation
Increase information access for target group
“About”, “FAQ”
Evolution of idea
Facebook
Liaison control