After more than 10 successful years, the organisers of the Frankfurt Children’s Music Singer-songwriter Festival reached a turning point in its development. The Festival’s artistic director tasked the Allegra Agency with a fresh rebrand and relaunch. Central to this new artistic venture is the concept of an annually renewed all-star-band of children’s music singer-songwriters. This professional rebranding process includes a new approach to marketing, PR and extensive online social media platform coverage, to boost the festival’s new 21st Century profile.
Due to this successful brand repositioning, it has been possible to increase substantially the patron and sponsor support for the festival. This has resulted in almost double the number of concerts being performed, owing to the vastly increased financial sponsorship from new partners and promoters. This Frankfurt Festival has become one of the top-ranking in this genre in Germany today.