The 2024 Grey Cup Festival kicked off in Vancouver from November 10th - 17th. The festival welcomed over 500,000 fans from across the country to celebrate with immersive football experiences, cultural displays, and performances from a diverse lineup of entertainers.
5X was contracted by the Grey Cup Festival team to generate brand awareness within the Panjabi community, regarding their annual festival taking place in Vancouver. The festival team was also interested in programming Panjabi music at their festival, to reflect the diverse musical landscape of Canada.
5X programmed 2 local Panjabi artists with a global reach (Chani Nattan & Inderpal Moga) to perform on their Payworks Entertainment Stage, which was a part of their outdoor concert series, on Canada Place Way. This addition to the Grey Cup Festival's entertainment stage celebrated the contributions of Panjabi-Canadians, as well as the evolving nature of the Canadian culture and music scene.
We also led and executed an effective influencer marketing campaign to generate awareness regarding the Grey Cup Festival and its offerings, to our demographic. We selected Panjabi social media influencers with a strong local, but also national reach, to create engaging content regarding the festival, their line up of events and the 5X x Grey Cup Festival performance.
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