Objective: Increase awareness and attendance of the Crop Over Festival beyond the Caribbean and encourage participants to choose Xhosa as their primary “band”.
Insight: Young people in the United States with dispensable income are intrigued by world travel and cultural immersion. However, many are not aware of the Crop Over Festival or do not know whether or not the festival is an easy and inclusive experience open to oversees guests.
Solution: In order to expand Xhosa’s participation, largely populated cities in the U.S. need to non-traditionally advertise the uniqueness and inclusivity of the Crop Over festival. By exposing the vibrancy of its culture and the accessible benefits of Xhosa, the Crop Over festival will attract people far and wide with open arms.