Caprices FestivalIMPACTUS oversaw and coordinated the evolution of Caprices Festival, going from a national “live music“ festival to an international underground electronic music event.
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WHOCaprices Festival is a mountain-top, music festival in Crans-Montana, Switzerland. The festival gained national notoriety thanks to its exceptional location in the heart of the Alps in Valais, and its selective musical programming bringing together legendary artists with new talents and local Swiss musicians.Caprices has hosted quintessential acts from hip-hop, rock, folkpop, reggae, and electronic music and quickly became, during its first 8 years, the biggest Swiss winter festival.
Facing a very competitive market of all-genre festivals and feeling a growing interest of the public for the electronic music, the team was convinced that the time had come for a transformation: becoming a fourday event exclusively dedicated to underground electronic music.
In 2015, Caprices Festival commissioned IMPACTUS to for its marketing and communication services, ranging from strategy to operations, to design, oversee and coordinate its brand transformation.
In order to uphold its new artistic orientation and reach a new audience while keeping some core values (e.g. having venues with breathtaking views, booking top headliners or supporting the ski-resort at the end of the season), the festival had to embrace transformation in every aspect, especially in the Marketing and Communication areas.
IMPACTUS partnered with Caprices’ team to define the new values as well as the new means of communication to convey them. The main role of IMPACTUS was to ensure that the brand positioning, the communication channels, the narratives and the marketing all evolved accordingly to the new concept envisioned.