We have worked on the Belfast Festival at Queen’s for three successive years.
Year on year the objective of the festival is to increase awareness, generate more attenders, ticket sales, web visits, Facebook friends and all measurable to maintain or increase. The Festival operates a policy of Arts for All so they also want to be inclusive breaking down gender, race and class barriers.
Over the three years we developed a good understanding of the audience and the areas for growth for Belfast Festival. Also, even though we may lay out an initial media plan, we as an agency understand the need to react to the market in that we monitor ticket sales and influencing factors in the build-up to Festival and adapt and tailor the spend and focus to ensure that we are maximising the return on investment.
Working on the Festival we evolved the theme from year one and two with our baseline in place, we built on the theme of Passport to the Arts and looked at much more targeting media and print. We developed, designed and printed two versions of the Festival brochure. Version one being the full traditional brochure in its entirety at a greatly reduced print run to the core year-on-year Festival attenders who attended or booked two or more shows. We then designed a Postcard style brochure with all the show in a much condensed version to lapsed, new and targeted audiences.
As well as delivering all the brochure-wear and individual leaflets and programmes for shows we planned media and designed all aspects of the campaign including, 48 sheet, adshels, connect panels, banners, press advertising nationally and internationally, web design, Facebook, ezines, online advertising (multi-platform and format), digital screens, pull-ups, street dressing, venue dressing and various other props and requirements.
58,611 ticket sales
17 sell-out events
10.5 Million reach of Festival Brand
60% increase in followers in both Facebook and Twitter
76,324 visits to Festival website
398 pieces of press & media coverage in 119 different media outlets
75% new audiences with 50% coming from Belfast
13.5% conversion rate from Festival website