Brand Idea
The Rock Boat is one of our favorite festivals at sea, celebrating its tenth birthday, engaging music enthusiasts and artists in one place, at one time, on one big party boat. It is spring break for people with jobs, summer camp for grown-ups, and the ultimate vacation for music lovers.
Profile
The Rock Boat is all about discovering new experiences, new friends and new talent. It’s about experiencing the unexpected. Just around the corner could be your new best friend, your new favorite artist and undoubtedly, your next best story to tell.
Project Goals
• Our goal was to create a new and unique campaign to keep the 65 percent of returning TRB audience members excited.
• Ultimately, we sought to sell-out the cruise in record time.
• The brand needed to celebrate the past 10 years of amazing events and still set the stage for the next 10 years to come.
Process and Strategy
Matchstic worked with Sixthman to develop the campaign strategy, marketing, onboard activities and the campaign art work. The tenth year of The Rock Boat is a monumental occasion, worthy of a celebration. Worthy of a cake made for kings! Matchstic developed the tasty illustration of the “X” (tenth) cake as well as the custom Rock Boat icing typography.
Results
The Rock Boat X sold out in record time securing more cabins than any other TRB event before. The event itself went off without a hitch, even offering cruisers the chance to enjoy a delicious 5’ foot cake mimicking the festival poster.