Joe Jackson’s Ice Cream & In Your Space Circus
The Context
Joe Jackson’s Ice Cream has supported the work of In Your Space Circus (IYSC) and the Carnival of Colours since 2014 providing sponsorship packages and in-kind ice cream for their events. Following a break during Covid they are back with a bang. Joe Jackson’s and IYSC/Carnival of Colours are a great partnership fit; not only do they have similar audiences and ethos, but the ice cream shop is located just around the corner from IYSC’s new home at the Cathedral School.
The Challenge & The Solution
The partners knew that engaging with their local family audiences and reinforcing their values would be key to their success. They wanted to use local talent to make the shop front appealing and fun for customers, through live performances and interactions. Directly connecting Joe Jackson’s with the Carnival of Colours’ family audience and spotlighting their association with this high-quality event would reinforce Joe Jackson’s as an equally high-quality family-orientated business.
The focus of the sponsorship this year was on the Future Youth Stage at Carnival of Colours and supporting the costs of creating a space where young artists could perform and test new work. Arts & Business NI’s investment in this relationship helped to increase the programme at the Future Youth stage allowing more young people to perform. By including the business on more marketing collateral, they highlighted the value that Joe Jackson’s sponsorship brought to the festival and celebrated their relationship. The investment helped to promote the benefits of businesses supporting the arts and aspiring artists and to increase the profile of the work taking place. It was an opportunity to reach new customers, who had not before visited Joe Jackson’s and to promote the brand to the family audiences of the City.
The Results
Over the Carnival of Colours weekend, Joe Jackson’s reported a 5% increase in customers. The A&BNI investment strengthened the existing collaboration with Joe Jackson’s Ice Cream and the business was delighted to see that their support could lever additional resources which in turn raised the profile of Joe Jackson’s presence at the Festival. IYSC is moving into the Cathedral School which is just around the corner from the business so they both hope to grow the relationship in the years ahead.
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The partnership with Joe Jackson’s Ice Cream has been incredibly important to us. We believe our target markets are well aligned, and our audiences share similar values. We are both passionate about Derry and have a particular focus on the development of the Cathedral Quarter area of the city. We are confident that this shared interest will bring us closer together over the coming years.
In Your Space Circus
Joe Jackson’s is in full support of the work of In Your Space Circus and Carnival of Colours. We see the benefit in investing in the organisation as a key player in the artistic outputs of the City. Across Derry Halloween, Spring Carnival, their new initiative at the Cathedral School, and Carnival of Colours, we believe that IYSC brings significant footfall to the City, benefitting local business. We are looking forward to the organisation moving into the Cathedral Quarter, bringing energy, colour and animation to this area of the City.
Joe Jackson’s Ice Cream
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