Challenge: First year of this event
Communication strategy: Two-pronged objective.
- One, to introduce an annual outdoor celebration inspired by the Indian festival of colors, Holi and use “colors” as a metaphor to promote unity and celebrate Canada’s diversity.
- The idea was to brand it multi-cultural and invite Canadians –not just South Asians– to experience great food, foot-tapping music and a boisterous color run.
- Created an eye-catching name (Rung De’ ONE) with the messaging ‘we all are one’ and tag: Color, Culture, Community with which we created a buzz on social media such as Facebook and Twitter, Instagram six to eight weeks before the event
- Designed, created and launched a website (www.rungdeone.com) to serve as a landing page. The website included visually appealing content with a frequently asked Q&A component, list of sponsors and the what, where, why of Rung De’ ONE
- Created hashtag #RungdeOne
- Reached out to mainstream and ethnic media to spread the word
- The event attracted many audiences from all ethnicities and backgrounds
- Local media gave it extensive coverage and a photograph from the event made it to the front page of The Mississauga News
- Revelers promised to return the following year with their friends and family
- The quality and professionalism with which the event was managed caught the eye of all the stakeholders
- Some special highlights: Introduced a photography drone, a choreographed dance routine for the crowd and delivered on the promise of a blast
- Succeeded in creating a niche and one-of-a-kind event in Canada