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Karine Poirier, Director of Sales, Sponsorships at Equipe Spectre, spotlighted the creative process behind organizing the International Jazz Festival of Montreal.
It is the biggest free event in Canada, attracting over 2 million participants. It has a 98% rate of appreciation. The sponsor turnover rate is only 5%.
“You do not become the biggest, the best and the most renowned jazz festival in the world by chance or without profoundly understand how entertainment is directly connected with experience and emotions,” said Poirier. “Innovation, surprise and feelings are the key factors to create unforgettable moments that festival goers will cherish and share with their entourage and attach them to the brand.” Poirier presented some of its most innovative ideas and a behind the scene and intimate look at the process.
Conference attendees were surprised at the end of Poirier’s presentation by an impromptu concert featuring 14 jazz musicians and performers on-stage. The entourage earned a standing ovation from the audience for their high energy show.