CAMPAIGN OVERVIEW
Latin Sparks Festival
Latin Sparks Festival's 2026 edition introduced Carnaval to Ottawa, creating a new opportunity to build anticipation and reach wider audiences.
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As Marketing Manager and festival-day Creative Content Lead, I helped shape the campaign's creative direction, developing social-first concepts and coordinating creators, CRM, partnerships, and live-event content production.
The Strategic Insight
Sell the feeling of Carnaval before the festival begins.
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Carnaval offered a powerful creative opportunity to move beyond traditional festival promotion.
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I focused on translating its movement, colour, energy, and community into attention-grabbing content, pairing the spectacle of Carnaval with relatable, creator-led storytelling that helped audiences imagine themselves at the festival.
Execution Vectors
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Carnaval-led campaign positioning and creative strategy
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Social-first content concepts, hooks, and scripts
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Paid-social hero video strategy and creative briefs
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Creator outreach, UGC concepts, and production direction
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Email, SMS, CRM, and presale messaging
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Website and ticket-conversion copy
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Brand partnership and experiential activation support
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Festival-day creative leadership and content coordination
Results & Impact
1.1M+
Organic Campaign Views
70%
Views from non-followers
2K
New email leads generated through
the World Cup activation
