When working for Bank of New Hampshire Pavilion, we not only had to market concerts to ticket buyers, we had to also market the actual venue to bands and management in order to get those shows booked in the first place. The backstage at Bank of NH Pavilion was set up to be a sort of "Summer Camp" for touring artists, a place where they can rest, and relax in the middle of touring, enjoying amenities that most backstage areas in the country don't have. To market this, we created the "Camp Meadowbrook" brand as the venue was still going by "Meadowbrook" within the industry. We created a "Summer Camp" motif complete with bulletin boards, photo albums, postcards, Mad-Libs (or Lake Libs in this case!) and all the tongue-in-cheek taglines you could ever want (See "Bootylicious" ad, second down).
Most of these ads were placed in Pollstar Magazine, the biggest concert industry mag. The goal with these ads and the backstage website were to convey the summer camp vibe using classic American summer camp imagery such as letters home, bulletin boards, and of course, s'mores. All of this to say, the Summer Camp ad campaign was extreamly successful, setting Bank of New Hampshire Pavilion / Meadowbrook apart from all other outdoor summer venues in the country.