FestiVoix de Trois-Rivières

Communicating Effectively Across Diverse Festival Audiences Using Audience Preferences

Cultural institutions often present a rich mix of programming — from concerts and festivals to exhibitions throughout the season. While artistically valuable, this variety presents real challenges for marketing teams: how do you communicate effectively with audiences whose interests and expectations vary widely?

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Two festivals deeply rooted in the Mauricie region

FestiVoix de Trois-Rivières is a must-see cultural and tourism event in Mauricie, marking the start of the summer season with nine days of celebration. Set in the heart of downtown Trois-Rivières and its historic district, it features more than 130 shows across 15 stages, bringing together international and emerging artists. Each stage has its own musical identity and visual atmosphere, creating a rich and immersive festival experience.

After more than 30 years of creating artistic encounters, FestiVoix launched its first winter festival in 2023. Designed as a new highlight in the region’s cultural calendar, the event unfolds in two parts: ArtikFest and ArtikPro presented by ABI. Their shared vision is to celebrate the electronic music scene while showcasing electronic culture, live events, technology, and innovation through a multidisciplinary program.

Adapting communication to the diversity of events and audiences

FestiVoix and ArtikFest use a single ticketing system, which means one unified marketing consent for all communications. While this setup simplifies data management, it raises a key challenge: how can you personalize messages for two distinct festivals with different identities, formats, and audiences?

This question becomes even more strategic given the different scales of the two events. With a large and loyal audience base, FestiVoix delivers a dense program (130 shows over 9 days) that requires precise communication to promote the right headliners to the right audiences. ArtikFest, on the other hand, is a newer, more niche three-day event that still needs to build loyalty, grow its community, and reach new audiences, especially through its professional program.

In this context, the teams face several challenges:

  • Avoiding over-communication and message fatigue,
  • Reducing unsubscribe rates,
  • Keeping audiences engaged over time,
  • Delivering relevant offers despite the diversity of musical genres, event formats, and audience expectations.

What Was Implemented

→ Granular consent management and post-purchase journeys: Arenametrix made it possible to combine purchase data with marketing consent information to identify which festival each contact had opted into. This approach paved the way for automated post-purchase workflows designed to maintain excitement around the event and offer subscriptions at the most relevant moment. Contacts can update their preferences at any time and choose one festival or the other through a dedicated preference center.

→ Leveraging the FestiVoix database to grow ArtikFest: The FestiVoix contact database is used as a growth driver for ArtikFest. Targeted campaigns built from the FestiVoix ecosystem helped promote the winter festival to audiences most likely to be interested, while fully respecting each contact’s preferences and level of engagement.

→ Advanced segmentation based on musical tastes: Using purchase history, FestiVoix segmented its database into music interest groups and created “mixes” that reflect the diversity of its programming. Each new ticket purchase automatically updates a contact’s preferences, making it possible to highlight the most relevant shows and tailor communications according to individual musical affinities.

89%

of contacts subscribed to communications from both FestiVoix and ArtikFest.

12%

average engagement rate on FestiVoix’s targeted newsletters in 2025 — twice the rate of the general newsletters sent that year.

41.6%

open rate for ArtikFest communications, up 6 points from 2024.

x2.2

growth in click-through rates for ArtikFest communications between 2024 and 2025.

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Managing two festivals with distinct identities and diverse audiences — especially with programming as multi-layered as FestiVoix — is a real challenge. Arenametrix helped us structure our data, personalize our messaging, and respect each contact’s level of engagement.

Marie-Pier Dagenais-Roberge — Marketing & Partnerships Coordinator
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