Loudoun Summer Music Fest Launches Second Season

MAY 2005: Every Sunday evening for 10 weeks during the summer the front lawn at Belmont Country Club will be transformed into an al fresco Rock & Roll concert venue that features popular bands from the 70s, 80s and 90s. Now in its second year, the Loudoun Summer Music Fest hopes to double its audience numbers in 2005.

"It's the best deal you'll find for a live concert in the Washington Metro area," says Tom Simmons, creative director of The Thomas Simmons Agency, which created the advertising and marketing strategy for the 2005 season. "Tickets are $15, $12 if you buy online, and the concert venue makes it seem like you're at a private party with a famous band playing. It's Rock & Roll up close and personal.""

The agency created an integrated campaign that includes print, radio and television. Large display ads declare, "Sundays will never be the same!" and show the complete season schedule in every ad. Televisions commercials, running on Adelphia cable TV, promote each week's headline act.

"The largest component of a successful concert series is a strong partnership with a major radio station," says Simmons. "We did a deal with Classic Rock 94.7 The Arrow where they are promoting the series on-air and hosting it onstage at every concert. Since they play our headliners as part of their regular programming, it's an incredibly effective partnership."

Spirited online ticket sales reflect a much greater awareness this year than last year. The Loudoun Summer Music Fest was created by The Loudoun Foundation and is presented by America Online and Telos. Other prominent businesses in Loudoun County also provide sponsorship support to make the concert series possible.

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