At launch, Wilderness was a brand new and unknown festival with no big headline act to help pull in the punters. With very little support across traditional marketing channels, our job was to launch, grow and sell-out this new festival concept.
We developed a hardworking and highly strategic press office and media relations campaign, carving up news stories to make it relevant to the right publications. These revolved the cultural pillars Wilderness was offering: food and drink, music, theatre and arts, talks and debates, wellbeing, education, family and the outdoors.
As an example, with a Michelin star quality banquet being one of the festival’s main attractions we put together a preview event with Russell Norman at Polpo – which became key to driving sales after coverage in the likes of GQ, Evening Standard, Daily Telegraph, Eat Like A Girl and the Huffington Post.
- 1,118 pieces of coverage
- 50% ticket sales increase year-on-year with no ATL spend
- Sold out three weeks in advance
- ROI of 96:1