Monterey Jazz Festival: Bigger and Better Than Ever

For 61 years, Monterey, California has been home to one of the world’s best-loved jazz festivals, featuring legendary performances by Dizzy Gillespie, Miles Davis, Ella Fitzgerald, and countless other stars.

But that stellar tradition is no guarantee of future success, especially as younger audiences migrate to rock, hip hop, and electronic dance music.

So the Monterey Jazz Festival asked Boots Road Group to consult on a 60th Anniversary marketing strategy, one that would update their message and the way it’s delivered, while protecting both the event’s artistic integrity and its deep connection with its existing fans.

We worked with Festival staff to identify key audience segments they wanted to reach, and then to define what it was about the festival people in those segments would value most.

For all but the most dedicated connoisseurs, this went beyond great jazz. The festival envelops attendees in an experience that also includes celebration, food, friends, family, discovery, and the natural beauty of the setting on the California coast.

One audience might be people who have come for years, and are now bringing children and grandchildren, for whom the festival is a family tradition and a cultural touchstone.


Another might be young people who are excited by new discoveries and hungry for authenticity.

Another might be tourists sampling an event that helps define the essence of Monterey.

And some would be aficionados, coming to immerse themselves in the music.

To reach them, we guided the Festival towards a much more digital, and responsive, strategy. Creative assets came from their in-house and consulting talent (with some video editing by us), and were placed by digital media buying specialists Mogo Interactive.

From the first day tickets became available in the Spring, sales were up significantly — and they stayed up all the way to three packed September days of performances by Herbie Hancock, Chick Corea, Dee Dee Bridgewater and hundreds of other great artists.



I really can’t thank you enough for all of your help this past year on our marketing strategy and in numerous other ways. The festival was a success in every way that we can measure it.
Colleen Bailey, General Manager, Monterey Jazz Festival
Monterey Jazz Festival poster
Poster design by Jeff Rogers



Trio of Monterey Jazz Festival Ads


Video footage, poster, and photos courtesy of Monterey Jazz Festival.