the white party - White Party Palm Springs
Transcription
the white party - White Party Palm Springs
T H E W H I T E PA R T Y 1 EXPERIENCE If White Party were a person… WHO WOULD HE BE? What would he say? Who would be his friends? What would he value? Here is his story and how to become involved with the icon. 2 White Party Palm Springs | JeffreySanker.com TABLE OF CONTENTS How To Use This Brand Guide ! 04 Brand DNA ! 06 Positioning ! 08 Audience! 10 Brand Promise! 12 Brand Personality! 14 Brand Values! 16 Messaging Platform ! 18 ! 3 H o w To U s e T h i s BRAND GUIDE White Party has successfully grown to be recognized and adorned by gays around the world. To stay relevant and buzz-worthy, White Party, like any brand, must continue to evolve.! The brand guide is aspirational, creating a roadmap for the future of White Party. It serves as parameters for all stakeholders to ensure the brand is used and promoted consistently both internally and externally. ! 4 White Party Palm Springs | JeffreySanker.com The Brand Touches EVERYTHING EMAIL 5 VIDEO SOCIAL MEDIA ADS SPONSORS PRODUCTION PRESS White Party Palm Springs | JeffreySanker.com OUR DNA is the absolute core of who we are. 6 White Party Palm Springs | JeffreySanker.com WHITE PARTY is the premier dance festival bringing gay people together through quality entertainment LOYAL Attendees TALENTED Performers & DJ’s AMAZING Parties UNFORGETTABLE Days Past Performers Include: Lady Gaga | Ke$ha | Jennifer Lopez | Mary J. Blige | Ariana Grande | Icona Pop 7 White Party Palm Springs | JeffreySanker.com POSITIONING defines who we, who we serve, what we do and how we do it. 8 White Party Palm Springs | JeffreySanker.com WHITE PARTY PALM SPRINGS is the premier dance festival for the gay community. For one weekend, 50k gay men from all over the world and all backgrounds unite to take over an entire city, dance with new and old friends, and experience quality music, top-notch production, and breakout moments only found at White Party. ! 9 White Party Palm Springs | JeffreySanker.com OUR AUDIENCE 10 is diverse and welcoming. The following is a description of our target audiences and their drivers. ! White Party Palm Springs | JeffreySanker.com Urban Professionals Gay Millennials 35 to 55 year-old males,! well-educated, affluent traveled, cultured, health conscious with disposable income ! ! DRIVERS: fun, success, status, friendship, community ! Primary 11 18 to 34 year-old males, some higher education, highly social, tech savvy, and health conscious ! ! DRIVERS: fun, community, diversity, success, shared experiences, individuality ! Vacation Seekers International Vacation Seekers 21 to 60 year-old males! Based in small cities and towns with little gay life, looking for the vacation of a lifetime ! ! DRIVERS: fun, acceptance, inclusion, hot boys, spectacles, diversity ! 30 to 50 year-old affluent males, well traveled, diverse, and cultured with disposable income ! DRIVERS: fun, new experiences, luxury, diversity, adventure! Secondary White Party Palm Springs | JeffreySanker.com OUR PROMISE 12 is our declaration of what we guarantee to our guests. It’s reflective in every action and interaction. White Party Palm Springs | JeffreySanker.com We live in a heteronormative world where society tells us we’re different every day. White Party Palm Springs promises to give gays around the world a weekend to live—to live life according to our values, escape mundane responsibilities, and live with no boundaries—shared with amazing, like-minded people. ! We take over an entire city, from the waterpark to hotels to the convention center, and create dance floors with a culture of acceptance and inclusion, so that you can be you. Each year we evolve the festival to consistently deliver quality events and the best in entertainment through themed parties, the freshest music and performances, custom stages, state-of-the-art lighting and sound, and a choreographed fireworks show that lights up the Palm Springs’ sky. We create unforgettable moments leaving you with lifelong memories. 13 White Party Palm Springs | JeffreySanker.com PERSONALITY is a distinctive and consistent set of traits. It’s how our audience relates to us. 14 White Party Palm Springs | JeffreySanker.com PERSONALITY Everything we do must be… FRESH FUN SEXY TRUSTWORTHY HAPPY 15 We don’t just follow trends, we set trends. From production to performers, we bring the latest to the White Party experience. ! We’re a premier source of enjoyment and entertainment for our audience. We’re playful, passionate, and especially entertaining. ! The sexiest men from around the world show up to play. They spend months preparing to debut their hottest selves of the year.! Our audience knows we consistently deliver a quality experience, leaving us with a devout and loyal following. ! Our name connotes excitement unmatched by any other event. We create a unique energy leaving our audience exhilarated. ! White Party Palm Springs | JeffreySanker.com OUR VALUES form the basis of what’s important to us. They guide our decisions and drive action. 16 White Party Palm Springs | JeffreySanker.com VALUES COMMUNITY QUALITY FRIENDSHIP HAPPINESS LOVE 17 Performing Artist: Robyn White Party has served the gay community for the last 27 years, creating a place for gays to escape the routine and enjoy a weekend with close friends and like-minded people. White Party works hard to build a safe, accepting, and loving environment the entire weekend. ! Everything White Party does is of the highest quality. From production to customer service, White Party raises the bar each year to ensure guests have the best experience. We exceed expectations by staying at the cutting edge of entertainment and constantly improving our processes to make the guest experience positively seamless. A getaway to one of the friendliest gay destinations in the world, friends near and far share amazing experiences TOGETHER. White Party is the chance to reunite with old friends and forge new relationships with a diverse community from around the world. Guests leave with happy memories of sharing special moments with their friends. White Party excites and exhilarates, so much that guests prepare for the special event months in advance.! We create a culture of love and acceptance so that guests feel safe to be whoever they want to be. ! White Party Palm Springs | JeffreySanker.com MESSAGING is the story we tell and how we connect with our guests in a meaningful way. ! 18 White Party Palm Springs | JeffreySanker.com BIG IDEA Overarching Message 50k gay men take over ! Palm Springs to share one unforgettable, quality weekend getaway with new and old friends from around the world! 19 ! White Party Palm Springs | JeffreySanker.com KEY MESSAGES 20 Forge Friendships and Reunite Escape The Clubs Superior Quality Experience Forge new relationships and reconnect with friends from all over the world for one shared experience under the hot desert sun Retreat from daily routine and neighborhood bars to enjoy a gay oasis with sun drenched days, breathtaking mountain views, and sexy boys as far as you can see! Custom built stages, lighting and sound, performances, the hottest go-go dancers, and quality music to excite every sense ! White Party by Jeffrey Sanker | JeffreySanker.com