The main challenge of the Panama Jazz Festival for 2020 was to increase ticket sales, especially during pre-sale and before the festival and continue to mantain the Panama Jazz Festival at the top of mind of Panama's cultural events.
An analysis of the website, social networks, digital positioning and target market of the Panama Jazz Festival was included in the strategic plan.
began in September 2019, first with the gathering of information to prepare the strategic plan.
Then it started with the execution of the different activities, mainly with digital marketing campaigns on the Google Ads, Facebook and Instagram Ads platforms. In addition to the debugging of the database, campaigns were launched through e-mail marketing.
Strategies for social networks were defined, including content, contests, hashtags, among others. SEO strategies were also defined to improve web positioning.
Of the 5 concerts performed, 3 of them were "sold out", the Gala, the concert on Thursday and Friday at the Teatro Ateneo.
Regarding ticket sales, there was a 48% increase in revenue compared to 2019.
In 2020, a total of 32,613 people attended all the festival activities (clinics, symposium and concerts). 2,293 more people than in the previous year.