From TomorrowLand to TomorrowWorld

19 February 2013

No more tickets available for 2013, but still so many enthusiasts? What is the recipe for success that Manu & Michiel Beers created together with ID&T?  Well, if Cirque du Soleil is (or rather was) a reference case for what Kim and Mauborge called ‘the blue ocean strategy’, than TomorrowLand is a reference case for what we at IP HILLS would name ‘the pink ocean strategy’! They call it three days of madness with the very best of your dance music. We call it innovation and branding by adding value to each of the touchpoints. Whether you choose relaxing in DreamVille, or whether you get a glimpse of the TomorrowLand logo during your Global Journey, it is all about what you experience, what you remember and whether you would advise someone else to go.

Who would have thought that rockers would become dance lovers and dance lovers would prefer exquisite food as soft drugs? Not even Robert Sillerman from Live Nation who is probably still interested in buying TomorrowLand, the concept (IDMA awarded in 2012 as 'best dance festival in the world') and the extremely valuable trademarks. TomorrowLand has been registered as a trademark in classes 9 (apparatus for recording, transmission or reproduction of sound or images, etc.), 25 (clothing, etc.) and 41 (entertainment, etc.) by ID&Q Licenties BV. A figurative trademark expressing ‘TomorrowLand yesterday is history, today is a gift, tomorrow is a mystery’ has been filed shortly before the 2012 summer festival.

Giving its international plans, as disclosed this week with a ‘Lord of the Rings’ like magical video, Manu & Michiel Beers registered TomorrowWorld in January 2013. 27 September 2013 the TomorrowWorld bottle will wash ashore the coastline of a new continent, but irrespective the continent we know already one thing for sure: yesterday is TomorrowLand, tomorrow is TomorrowWorld, a brand with value before it even started. Congratulations.

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