Mission & Vision

● Mission: Provide an intimate and full-bodied music and social experience to concertgoers

● Vision: Become a well-known concert hall loved by Danish residents as well as foreign students.

● 1856: opened as water supply station● 1987: opened as music venue● 2011: new owners, extensive renovations● 2012: won award for “Copenhagen’s Best Music Experience”

History

Objectives and Strategies

● Attract American customers, particularly study abroad students ● Promote intimate and complete experience approach to concerts● Create a campaign targeted at American students, specifically DIS students, that

can be used during all semesters

Value Words● Intimate● Unexpected● Complete Experience● Energy● Raw● Immersive

● American students studying in Copenhagen

Secondary Target Audience

Primary Target Audience● DIS students every semester

Logline● A group of students experience a fun-filled night in reverse, starting at an

energetic show at Pumpehuset and concluding with with students leaving together for a concert.

Tagline● Where will your night go?

https://vimeo.com/147296581#t=1s

Advertisement Composition● Highlight complete experience by showing a fun night out at Pumpehuset

○ Not just the concert, social environment as well

● Show the night in reverse for an unexpected vibe● Point-of-view shots to make the experience intimate, make the viewer feel like

they are at the concert● Show how close Pumpehuset is to DIS● Footage of bands American students will recognize

Print Campaigns

Newsletter

Marketing Strategy● Create a Facebook page for Pumpehuset that is directly for DIS students to

promote upcoming events ● Send out a newsletter and print campaigns each semester to recommend

Pumpehuset to DIS students● Have a student be a liaison between Pumpehuset and DIS to ensure the

connection between the two stays every semester ● Develop Facebook events to be distributed through the semester specific DIS

Facebook group● Put up newsletter and print campaigns around DIS buildings and DRC’s to

notify students about upcoming shows

Facebook Event

Facebook Page

Special Features

● Page Translation○ Increase information access for target group

■ “About”, “FAQ”○ Evolution of idea

● Facebook○ Liaison control