Four ways to tell your brand story through Carnival touchpoints

By Candice Sealey

I read an interesting article online that said among other things, that Carnival is driven by rhythm and emotion. From the rhythm of the steel pan to the energy of the masqueraders and the beauty of the costumes, both culture and emotion collide. This got me thinking about how a brand can find its voice and, or its place in these festivities. You may think that your brand has no place in it at all or it just doesn’t fit in. I beg to differ. If one considers behind-the-scenes moments, community connections and the cultural aspects of carnival, one can see the many Public Relations (PR) opportunities that a brand can find amid Carnival. Here are a few:

1. Step into the action – In carnival, PR is not in the office; it’s in the mas camp, the pan yard, the band room, the calypso tent, so why not get involved in the lead-up!

E.g. Sponsor a mas band or a steel pan side and tell the stories of the arrangers, the seamstresses. These aren’t just regular stories but it’s brand’s chance to align with legacy and people who shape the season.

2. There are PR Worthy moments everywhere – If your brand is at a pop up or an event, go beyond giveaways. Use every interaction as a PR opportunity. Highlight your staff, engage with the media photographers/videographers and even invite key personalities to stop by. Offer them something post-worthy. Every photo in front of a branded backdrop can be an opportunity.

3. Engage the media through culture – Don’t just send a press release stating you sponsored a band and that you visited them and handed over a cheque. Invite the press into the culture (this may be considered an advertorial and may incur a small cost but it will be worth it). Exclusive behind-the-scenes access to costume creation or interviews with creatives your brand is supporting will go a long way. These initiatives can position your brand as a Carnival connector, helping to preserve and elevate the cultural experience.

4. Lead with storytelling – Use your platform to amplify community voices whether it be a blog series, Instagram takeover or radio interviews, let band leaders, artisans or performers tell how yo
ur brand helped make something possible. It’s far more credible and memorable than self-promotion.

Candice Sealey is the Founder & Principal Consultant at Ignite! a Full-service Marketing & PR Consultancy that helps businesses/brands to stand out and communicate the right message to the right people at the right time through Strategy, Marketing, Media services and Design solutions. She is also a freelance content writer, advertising copywriter, voice-over talent, media personality. Follow us on FB & IG @igniteresults Phone:784-432-
2223. Email: igniteresults@gmail.com