Since 1961, this 10-day salute to sausage has drawn patrons from across the United States and around the world to New Braunfels. The festival is known for delicious food, excellent music, picturesque grounds, and plenty of Gemütlichkeit.
Wurstfest is a popular food and music festival which annually draws tens of thousands of attendees to New Braunfels, Texas. The Wurstfest Association felt that the storied institution was due for updated, cohesive branding. They also wished to reach new target audiences and promote their family-friendly aspects.
AMMO knew that the festival’s historic roots were important to the Wurstfest Association as well as their existing fan base. The initiative to update the brand would need to retain the nostalgic fun that had served the brand since 1961. It should also speak to the German heritage of the festival and the city of New Braunfels itself.
After extensive market research and several rounds of creative, AMMO landed on a modernized, cohesive look utilizing typefaces that speak to the gothic old-world aesthetic, but with a clean and contemporary polish. The marketing is centered around an adaptable anchor of “Sprechen sie…?”, which is German for “Do you speak…?” While the presentation is usually “Sprechen sie Fun?”, other words can be substituted for Fun as the situation warrants.
Next, AMMO modernized wurstfest.com, updating the visuals to the crisp new brand and adding functionality such as online admission and drink ticket sales, A/V galleries and more. The existing content was polished to bolster organic SEO in order to secure better ranking on popular search engines. Once the site was in place, a coordinated media push took effect, with targeted marketing through newly updated social media channels, TV and radio advertising and traditional print advertising.
The media blitz paid off, with the festival enjoying record attendance every year since The AMMO Group took over marketing and media management in 2013.