ESSENCE MUSIC FESTIVAL DURBAN
CLIENT ESSENCE MAGAZINE
BRIEF
Time Warner and Essence Magazine engaged ACA to formulate a business strategy to extend the Essence brand to the continent to reach a large African consumer base.
OUR SOLUTION
Together with Time Warner and Essence, we came up with the strategy and implemented the go to market plan by getting the Essence brand into South Africa through the Essence Music Festival Platform. We engaged the city of Durban together with South African Tourism to have the very first Essence Music Festival on the continent hosted in Durban.
CULTURAL SHIFT
Over 25,000 people attended the event, with Durban city’s tourism boosted as a result of them hosting the music festival. Durban as a city was viewed as a global destination for tourism by North American & European consumers. The Essence brand was well entrenched into the minds of African women as their lifestyle partner in every stage of their life.