Positioned Deep Tropics Music Festival as a nationally recognized sustainability leader in live events, with coverage in Forbes & Billboard.
Snapshot —
| Category | Detail |
|---|---|
| Location | Nashville, TN |
| Event Type | Sustainability-Driven Music Festival |
| Engagement | 6-Month Campaign |
| Focus | Regional, National Music, Travel, Lifestyle, and Sustainabilty Press |
| Objective | Elevate Sustainability Leadership Nationally |
The Challenge
As a climate-positive festival with impressive diversion rates and a Sustainability Summit preceding the event, Deep Tropics had established meaningful environmental benchmarks. However, national media had not yet recognized the scale or credibility of these efforts in recent years.
The campaign focused on repositioning the festival as a sustainability leader within live events — in addition to amplifying lineup announcements and additional on-site experiences.
The Positioning
Rather than framing Deep Tropics solely as a music festival, we positioned it as a national case study in climate-forward live events. The strategy elevated its 88% waste diversion rate, Sustainability Summit programming, and measurable environmental benchmarks — shifting the narrative from entertainment coverage to business and environmental leadership.
This repositioning opened doors to national business and sustainability media, including Forbes, and expanded the festival’s relevance beyond the music industry.
The Strategy
The Results
Featured Coverage
Long-Term Impact
The campaign achieved dual-vertical impact — earning credibility in sustainability press while securing high-profile features across music and lifestyle media. Deep Tropics emerged as an industry leader and cultural force simultaneously.