Rockaway Lake is an up-and-coming international underground music & subcultures summer festival. The first festival edition took place during the last weekend of June 2015 in Belgrade, Serbia. Located on the river island of Ada Ciganlija, the festival featured global live acts, local tattoo artists, urban clothing labels and street food brands. The task involved brand creation and strategic brand positioning with regard to the rock 'n' roll and alternative subcultures / lifestyles oriented international demographic. The results were achieved through a strategically formulated 'blitzkrieg' TTL campaign (engaging web & social media, print, press, TV, radio, promo events and guerilla marketing).