Northwoods

Milwaukee Irish Fest

Irish Fest is the world’s largest celebration of Celtic music and culture, held annually at the Henry Maier Festival Park in Milwaukee, Wisconsin, drawing thousands of visitors from throughout the United States and abroad.

Milwaukee Irish Fest

Overview | Situation | Solution | Outcome

Milwaukee Irish Fest

Northwoods experts reach new audience, drive ticket sales for annual Celtic festival

Being the world’s largest celebration of Celtic music and culture, Irish Fest already has amazing name awareness, drawing thousands of visitors from throughout the United States and abroad every year. But even such widespread recognition doesn’t stop event managers from looking for new ways to increase attendance. Heading into their 39th year in 2019, Irish Fest’s marketing team needed a digital advertising partner to help them reach new audiences. The choice was an easy one: Northwoods.

 

"The Northwoods team is above par. They’re kind, they’re transparent, they’re accommodating. And by accommodating, I mean they’re willing to work with you as the client on what your needs are, but then they’re transparent in the sense that they’ll tell you, ‘You may want this and we can accommodate that, but here’s what we recommend, as well.’ They’re great at being cognizant of your needs while also providing recommendations that get results."
 – Melissa Ward, Marketing Director, Celtic MKE/Irish Fest

 

The Situation

  • Irish Fest was looking for a new digital advertising partner to support efforts to increase online, advanced ticket sales by 10 percent for its 2019 event, while also looking for successful strategies to support its 40th year celebration in 2020.
  • Having worked with our digital strategy experts for nearly a decade, the Irish Fest team immediately turned to Northwoods for help in crafting a comprehensive digital advertising strategy.

The Solution

  • Northwoods digital strategists and digital advertising experts developed and executed a comprehensive digital ad strategy to help Irish Fest uncover and reach new audiences and geographies through a variety of channels, including: Facebook, Instagram, Twitter, Google Search, Google Display, YouTube, Spotify.
  • The Northwoods team also leveraged geofencing to target both previous and potential new festival-goers at the right place, at the right time, and with the right messages.

The Outcome

  • Irish Fest online, advanced ticket sales increased 19 percent from the previous year, outperforming their goal of a 10 percent increase.
  • The number of website visitors jumped 66 percent year-over-year, with significant increases in traffic coming from ad-targeted geographies.
  • For an event that’s been around for 39 years, the Irish Fest marketing team was thrilled with the results and Northwoods’ ability to uncover new audiences to tap into and engage with as they head into their 40th year celebration.
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