The continuing growth of the UK festival market is a key part of Britain’s live music success story. Despite reaching saturation point in 2007, the number of UK festivals still appears to be growing. Although the exact number is unclear, reports suggest that up to 900 festivals take place each year in the UK alone.
Despite market growth, 2011 was a telling year for independent and well-established festivals alike, with lower attendance figures, last-minute ticket buying and in some cases, bankruptcy or cancellation. In this global age of recession, it has never been more important to stand true to your mission, pushing your core festival USP’s and increasing overall marketing efforts.
To re-brand Truck Festival to target a core demographic of young families, young professionals and festival first-timers, moving away from (but not ignoring) teenagers and “typical” festival audiences.
What We Did
Favourite Spoon worked closely with the Truck team – now in their fourteenth year of festival management – to plan and execute a festival re-brand. We built around an existing identity to refresh their message, including a bespoke news/blog style website and social media campaign to inject some life into Truck’s web presence.
We cemented the use of the Truck Monster as a key brand asset, touring (it) around the UK for promotional activity, all part of an integrated social awareness campaign. We designed all advertising material, managed social media campaigns, created merchandise, all to make Truck 14 the best Truck Festival ever!
We helped the Truck team double their festival attendance, increasing marketing reach and improving the overall Truck experience through quality, consistent branded material & promotional activity.