Elvis Festival Gets Chic Marketing Makeover

Elvis Festival Gets Chic Marketing Makeover

Fans of the King and ad-makers alike can't help falling in love with this ambient campaign

Janet Burns
  • 21 july 2014

From July 23-27, 2014, tens of thousands of fans will gather in Collingwood, Ontario to celebrate the life and work of Elvis Aaron Presley. In recent weeks, innovative advertising materials promoting the event have crept into the everyday lives of Toronto and Collingwood residents.


Developed and executed by Canadian agency Zulu Alpha Kilo, the campaign includes subtle in-store displays of iconic sunglasses and blue suede shoes, laser-cut records in shapes referencing their song titles (such as “Heartbreak Hotel” LPs as hotel room door-hangers), and “ELVIS has left the building” exit signs. The objects are meant to celebrate the iconography surrounding Elvis and attract a new generation to the Collingwood Elvis Festival, the world’s largest, which boasts over 120 Elvis Tribute Artists (ETAs), tribute competitions, various VIPs, and guest of honor Priscilla Presley in its upcoming 20th-annual event.


A somewhat mysterious firm, Zulu Alpha Kilo sidled into being in 2008 without fanfare, in keeping with the philosophy behind their products: simplicity works. Founded by veteran Canadian adman Zak Mroueh, the company has grown to about 80 full-time workers and quickly claimed competitive accounts like Coca-Cola Canada and Bell Canada but still keeps a very low profile. Rather than attempt to define the company’s place in the larger industry, they let their work speak for itself, as well as rare projects like THINK box, which “says more about [their] team philosophy than any simple description on a website ever could.” As Mroueh explained to IHAVEANIDEA,

Design, digital and advertising are all baked into the agency’s DNA […] Zulu believes in the greater collective. There are no discipline specific departments, and everybody contributes to everything we do. We’re living the model of true collaboration between disciplines. We’ve never had to tear down walls between departments because we never had them to begin with.


More information on Zulu Alpha Kilo is hard to come by, but persons interested in working with or for the agency are invited to get in touch via its website.

Details on the Collingwood Elvis Festival can be found on the event’s homepage or in the Toronto Sun‘s event profile.

Images: Zulu Alpha Kilo


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