Music Festival sales and communications strategy

• Declining attendance for Wireless Festival was affecting sponsor opportunities and revenues with increased competition from other one day events.
• There was evident need to establish Wireless Festival as the must-go live music festival experience for Londoners and visitors to the city.
• The repositioning campaign had to create engagement with the 
festival’s brand essence as London’s playground, delivering the best in live music entertainment in a fun, secure and safe environment and drive sales to the event.
• Budget £150k

• Increased knowledge of the festival landscape and motivation for attendance to non-camping festivals with in-depth insights to the value of the Wireless brand
• Maximise research indicated that headline acts were not the only reason for attending festivals and that the event’s atmosphere would be a significant driver for advance ticket purchase
• Identified and targeted core audience groups of non-regular festival goers as well as fans of Festival performers in London and the South East UK
• Created engagement for Wireless by testing a range of messaging strands.
  • These included ease of site access, non music events and services, scannable ‘paperless’ tickets, multi-time entry prior to headline acts, single day tickets and festival passes for individuals and groups with integrated brand messaging
• Coordinated a combination of press announcements for all activities not just headliners. Fan focussed social media advertising and print advertising highlighted new events and acts.
• A SEO optimised website as the hub of information with sales opportunities, including VIP experiences, sponsor pre-sales and gifting
• Developed segmented digital communications across social media, Live Nation Entertainment database emails and programmatic advertising

Traffic up
32% Year on year

69% of festival goers came from the London and the South East

76% 
of people only attending 1-2 festivals in the past 12 months