How the desire to rejuvenate the audience led to a long-term, strategic partnership

The Enjoy Jazz Festival is one of Europe’s most renowned jazz festivals. For more than 25 years, it has been bringing together international musicians and a music-loving audience in the Rhine-Neckar metropolitan region. What makes the festival so strong in its category also presented it with a typical digital challenge: How do you reach a younger audience without diluting your own identity? Since 2021, we have been working with the festival team in Heidelberg to find the answer to exactly this question.

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At a glance

Industry

B2C

Location

Heidelberg

Time period

Since 2021

#e-commerce

#Creative Industries

+315 %

more digital ticket sales

Steady Ticket Sales

even during the challenging post-COVID period

Over 5 years

Collaboration

Our Collaboration – From a Digital Strategy Workshop to a Year-Round Partnership

What began in 2021 with a specific question has evolved into a long-term digital partnership. The question was: Is it possible to use digital strategies to open up a cultural festival with over 25 years of history to a younger audience without compromising what makes it unique? The collaboration with Enjoy Jazz demonstrates how festival marketing can evolve when strategy, technology, and creativity are considered together.

Our Key Services

Digital Strategy Workshops

Website relaunch with an integrated online store via Reservix

Search and Social Ads to Reach New Audiences

Comprehensive e-commerce tracking and conversion optimization

Tools & Platforms Used

A long-term partnership since 2021

A well-thought-out approach: We are expanding our digital presence step by step and supporting Enjoy Jazz on its journey from initial campaign support to a year-round strategic partnership.

2021

Strategic Foundation

The project didn’t start with a campaign, but with a question: Where does Enjoy Jazz stand digitally, and where should the festival be headed? In joint workshops, we developed the strategic direction for digital marketing. The focus was on expanding the target audience—how to make the festival visible and appealing to younger visitors without losing the existing audience.

Ongoing since 2021

Advertising

With this strategic foundation in place, we launched our first festival campaign using search and social ads. The timing was by no means a given: in 2021, the events industry was still deeply in the process of recovering from the COVID years. Achieving good ticket sales results under these conditions was a success in itself. Since then, we’ve supported the festival every year by promoting its events both before and during the festival season. So far, we’ve managed to surpass the previous year’s results every single year.

2022

Website Relaunch

Building on this strategic foundation, enjoyjazz.de underwent a complete relaunch in 2022. The new website is not just an information portal, but an integrated sales system that sells tickets directly through a Reservix connection. User experience and conversion logic were designed in tandem from the very beginning.

Ongoing since 2024

Website Development and Tracking

The collaboration has evolved from seasonal campaign support to an ongoing partnership. Since 2024, there has been an increased focus on the strategic development of the website: conversion flows, content structure, and performance are continuously optimized. E-commerce tracking makes it possible to analyze every sale and every click, ensuring that decisions are made based on reliable data.

Our collaboration with Partner & Söhne crucial to the success of our digital projects. With their help, we successfully launched a user-friendly, experience-driven website and an integrated online store. Thanks to their expertise in social media advertising, we were able to significantly increase our visibility, reach, and ticket sales, and—through targeted tracking—attribute these results and further optimize our efforts.

Irene Werner

Partner management

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