Executive Summary

Uncategorized 3 Minutes

Introduction

The average festival-goer in the Netherlands is between 20 and 30 years old, most of them being students (de Veld, 2011). Whether it concerns music or art festivals, Pink Dolphin is here to help young adults enjoy festivals to the fullest. Festivals can be a great place to discover new things and to meet new people, but this can only be achieved when the festival-goer feels comfortable.

This is where Pink Dolphin comes to play. Pink Dolphin aims to provide its readers with the information they need, setting them up for their best festival experiences. Festivals are a personal matter and with 1340 festivals in the Netherlands alone (consultancy.nl), it can be difficult to make an educated decision what festival to go to. Pink Dolphin aims to educate, inform and help its audience decide on what to see and what not because it is impossible to do it all on your own.

Relevance & Approach

In 2017, the Fyre festival took place. This event was supposed to be the most exciting and exclusive festival of all time, starring celebrities and influencers such as Emily Ratajkowski, Kendall Jenner and Bella Hadid. Moreover, the advertised lineup included famous artists such as Pusha T, Lil Yachty and Migos. The festival was supposed to take place in the Bahamian island of Great Exuma between April and May 2017. All the people who bought the tickets however got scammed by the founder of the festival, Billy McFarland, whose festival did never actually take place.

For those worried because of the lack of useful information, knowledge on that particular festival or simply festivals in general, we created Pink Dolphin. Our aim is to provide, through a word-of-mouth like approach, a more personal and in-depth view on festivals in the Netherlands.

We seek to answer all of your festival-related questions, such as:

  • How do I get there in a cheap way?
  • How long does it take to get there?
  • What’s the food going to be like?
  • How does it feel to be there?

The answers to these kind of questions are not something you will find in any other festival magazine, let alone a message on Facebook. We take a clear, informal approach to provide you with a realistic view on a festival rather than the raw information provided by other publications.

Methodology

The collected data comes from research and web blogs that provide us the information on our target audience. We have also looked into the social media pages of competitors to get a feel of their content and followers.

Audience & Demographics

In 2018, there were about 122.000 international students in the Netherlands, aged 18 to 25, from 162 different countries, according to data collected by Nuffic, the Dutch organization for international cooperation in higher education. Along with their dutch peers, the main focus of these students is their studies, while entertainment, meeting new people, and having a social life are equally important.

Going to festivals is a great way to enlarge your social circles and to give your student life a whole different perspective. Therefore, our target audience is a young audience, consisting of students in the Netherlands, who are willing to take a dive into unexplored waters, as our name implies.

Main Competitors

As far as festival magazines and websites go, there are not many experience based sources. A lot of websites, like Ginfestival and Festivalfans, simply list festivals with all their practical information. Some, like Music Festival Wizard, even allow users to buy tickets. There is also a variety of Dutch magazines, like Festileaks, Festivalinfo and Festicket, with audiences ranging from 20 thousand to 120 thousand, which mention both practical information and news updates.

However, a magazine focusing on Dutch festivals for both Dutch and international students to get a grip of what they’re getting themselves into, does not yet exist. Pink Dolphin is not primarily focused on music, but aims to cover the many festivals the Netherlands offer us, such as Hello Festival, Healthy Fest and the Dutch Film Festival.

Conclusion

Pink Dolphin provides young university students with a fresh view on the Dutch festival life. It provides useful information you actually need and hopes to create a platform where students experience the festival world.

We aim for our readers to:

  • Have an increased ability to distinguish festivals;
  • Stimulate them to try their hand on new festivals;
  • Have the best possible festival experience.

Pink Dolphin is your go-to webzine to discover the Dutch festival scene. We aim to offer a combination of personal experiences, opinion and facts about going to Dutch festivals. Pink Dolphin explores the waters so you can dive right in.

References

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