A new winter tour, a successful first edition

Putting a new tour on the map

For the first edition of the winter tour, about six to eight shows were scheduled over two weeks, spread across four locations in the French Alps. The challenge was to raise awareness for the tour from scratch and reach enough visitors at every location. We can certainly say that we succeeded.

Reaching the right people at the right time

We developed the marketing strategy and handled the social media advertising for the various shows. In doing so, we tailored the promotion per location and worked closely with Afrojack’s team to ensure organic content and paid campaigns were perfectly aligned.

A key part of our approach was the use of pre-registration and early access. Interested fans could sign up in advance to gain early access to ticket sales. This allowed us to build interest even before the regular sale and work purposefully toward the various sales milestones.

We also had to be creative in our choice of visuals. Since it was the first edition, we didn’t have any footage of the winter tour itself yet. Therefore, we selected existing material that effectively conveyed Afrojack’s energy and the atmosphere of the tour.

A successful first edition

The first winter tour was a success, with sold-out and well-attended shows at various locations in the French Alps. The pre-registration and early access approach contributed to a strong start for ticket sales, with shows selling out quickly.

The first edition also generated a lot of interest in a follow-up. We are once again responsible for the marketing of the 2027 winter tour. This allows us to build further on the approach and insights from the first edition. We look forward to rocking the French Alps once again with Afrojack’s team!