the white party - White Party Palm Springs

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the white party - White Party Palm Springs
T H E W H I T E PA R T Y
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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.
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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 !
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!
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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. !
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White Party Palm Springs | JeffreySanker.com
The Brand Touches
EVERYTHING
EMAIL
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VIDEO
SOCIAL MEDIA
ADS
SPONSORS
PRODUCTION
PRESS
White Party Palm Springs | JeffreySanker.com
OUR DNA
is the absolute core of who we are.
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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
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White Party Palm Springs | JeffreySanker.com
POSITIONING
defines who we, who we serve, what we do and how we do it.
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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. !
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White Party Palm Springs | JeffreySanker.com
OUR
AUDIENCE
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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
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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
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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.
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White Party Palm Springs | JeffreySanker.com
PERSONALITY
is a distinctive and consistent set of traits. It’s how our audience relates to us.
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White Party Palm Springs | JeffreySanker.com
PERSONALITY
Everything we do must be…
FRESH
FUN
SEXY
TRUSTWORTHY
HAPPY
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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.
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White Party Palm Springs | JeffreySanker.com
VALUES
COMMUNITY
QUALITY
FRIENDSHIP
HAPPINESS
LOVE
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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. !
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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!
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!
White Party Palm Springs | JeffreySanker.com
KEY MESSAGES
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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