The team behind Mona Foma have targeted an unexpected demographic in their marketing campaign next year.
Festival director Brian Ritchie has offered free tickets to the Amish of Lancaster County, Pennsylvania.
“Every year we invite someone to Mona Foma who we think will really appreciate the lineup, so this year we’re inviting the Amish,” he said.
“Specifically those on Rumspringa—which is like a year-long spring break for young Amish people where they try to cram in as many life experiences as possible. This year’s festival in Launceston will help do that.”
To speak to the hard-to-reach Amish, Mona Foma erected a billboard and posters along horse routes in Lancaster County and delivered free tickets to farmers at the local saddler.
A video invite from Brian Ritchie was also posted online.
“We’ve had a lot of traffic to the Amish Only section of our website, which is a good sign,” he said.
The free tickets for the Amish include a three-day festival ticket for January 18-20 , when acts such as Courtney Barnett, Mulatu Astatke, Neneh Cherry, Oneohtrix Point Never and Underworld will play.
Stand-alone events will also take place in Launceston from January 13, which the Amish are also welcome to attend.
To redeem the free tickets, proof of Amishness must be supplied.
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