Seen through the eyes of our 6000 visitors on Sept 28 2012, Discovery Festival is a unique night out, with experiments in new science, new art and new music. You can contribute to live science, enjoy art, see performances, hear talks, have drinks, play games, dance to live music and DJs - among young people, in a party atmosphere. Through the eyes of a science communicator Discovery Festival, the Dutch edition of the 2012 ERN, is an innovative event that reaches an important, difficult target group by combining new science and young scientists with a high quality art program and top notch nightlife activities. After 6 successful editions in Amsterdam, this year Discovery Festival will expand its horizon to 3 cities all over the Netherlands. This means a significantly larger and broader audience and impact. To facilitate this growth, we expand our organisation and include some excellent new partners in the 3 event cities.We aim to improve the public image of ‘the scientist’, by seducing people to associate ‘science’ and ‘scientist’ with values like ‘new’ and ‘creative’ instead of, ‘serious’ and ‘dull’. To achieve this, the event has three focuses that distinguish it from more traditional approaches. Firstly, we consciously pay attention to the person of the scientist and the process of science. It is about the ‘who’, the ‘how’ and the ‘why’, not just the ‘what’. Secondly, we explicitly define our target group to be broader than just the visitors of the event. We use the media to reach more people with the messages ‘Young scientists organise a trendy festival’ and ‘Science can be great content for a night out on the town’. To achieve that, we need to be sure Discovery Festival is taken seriously as a trendy nightlife event. Which is why, thirdly, we take the nightlife part of Discovery Festival seriously ourselves. Discovery is not just bland science spiced up with some ‘fun sauce’ - it is a through and through fun dish with tasty science, art and music ingredients.