CAMPAIGN OVERVIEW
Toronto Sauna Festival
Following a sold-out inaugural year, Toronto Sauna Festival expanded into a three-day wellness experience with multiple ticket tiers, sessions and activities.
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I developed presale messaging, segmented CRM campaigns, paid-social creative concepts and local outreach strategies to help audiences discover, understand and book the experience.
The Strategic Insight
Make the experience easier to understand, imagine and book.
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With multiple activities and ticket options, audiences needed a clearer understanding of what they could experience and why it was worth attending. I focused on simplifying the decision-making process through relatable creative, clearer value messaging and audience-specific communications.
Execution Vectors
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Presale and ticket-tier strategy
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Klaviyo segmentation and CRM architecture
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Email, SMS and conversion copywriting
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Paid-social creative strategy and video concepts
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Creator scripts, briefs and production direction
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Promotional partnerships and local media outreach
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SEO and third-party event-listing strategy
Results & Impact
$110K
Festival-wide ticket revenue
37.4%
email Open rate
7.1%
EMAIL Click rate
