Turquoise Mountain: A Fusion of Heritage and Music

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Turquoise Mountain: A Fusion of Heritage and Music

Turquoise Mountain Meets Music Festivals, Crafting an Unparalleled Experience

Designers

Key Words

Yuyi Wu

Siyi Wang

Jiahui Pan

SUMMARY

Our plan for Turquoise Mountain's entry into the U.S. market is to blend the brand's heritage with the dynamic world of music to increase brand awareness and attract younger customers. We are embarking on this journey with meticulous market research to understand our audience's preferences and expectations. Our strategy includes building alliances with well-known music festivals that will serve as fertile ground for introducing Turquoise Mountain to an audience that values cultural richness and authenticity. This strategic positioning, complemented by partnerships with local musicians, will weave our story into the broader social fabric.

challenge

When we started projects with a real company, we faced the challenge of turning big marketing ideas into real, workable plans. This involved moving from theory to practice, where we had to balance creativity with budget and practicality. We constantly refined our ideas to ensure that they were not only innovative, but also realistic and financially feasible. / Moreover, it was essential that our marketing matched the vibe of the company. This required us to carefully blend traditional craftsmanship with modern trends. A tight budget was also crucial for every step, from choosing musicians to setting up the pop-up, to make sure everything worked well together.

Outcome

We aimed to introduce Turquoise Mountain to the U.S. market through marketing strategies that blended the brand's heritage with modern music, increasing TM's brand awareness and targeting a new consumer base. We began by launching a pop-up shop at the Union Square Holiday Market in New York City, along with the release of a new collaborative collection with local musicians. This pop-up served as a precursor to our next marketing campaign: the music-themed pop-up tour. The first stop on the tour was Coachella, where we offered in-person handcraft workshops and other interactive activities, a feature that continued at each subsequent tour stop.