Growing an ambassador community for a music event promotor

Client

Ferro Dome is a 30.000 sqm large industrial event venue in a former gas-refinery in Rotterdam’s harbour area. It has capacity for 6.000 visitors indoors and 10.000 visitors outdoors. Ferro Dome was founded by UDC Events and David Hart Group. Visit site: ferrodome.nl / udc.nl / dhg.nl

Challenge

Ferro Dome was a renown industrial area destined to be repurposed to a new iconic event venue for Rotterdam. In the approach of a large renovation of the vast area and its buildings and to support the necessary governmental approval process, the team wanted to show the potential to Rotterdam and it’s decision makers by hosting a series of test events, while simultaneously launching Ferro Dome’s communication channels and PR campaign.

Work

In order to create maximum awareness and local support for the plans of Ferro Dome’s new purpose, we decided to approach the test events by simultaneously launching a series of dance events across Rotterdam’s three most dominant music genres. Techno, Urban and Hardcore, each of them hosted by renown Rotterdam event concepts. By including three different target groups, Ferro Dome would appeal to the broadest possible audience. Each of the three events had their own marketing campaigns, whilst also launching the PR campaign and communnication channels of Ferro Dome itself, boosting the awareness towards the entire series of events. The PR of Ferro Dome was helped by the media performances of the project director Paul Stiekema, founder and former general manager of Heineken Music Hall (currently named AFAS Live).

Impact

All three events sold out fast in pre-sales and were experienced by fans and press as very successful and memorable editions, building a solid fanbase and local support. The smooth performance of the venue and its teams promoted trust in the local government of Rotterdam to proceed the permit process. Unfortunately, UDC and DHG eventually did not proceed with the project as they could not align on the final financial matters.