Case Study
Larmer Tree Festival

Larmer Tree Festival is an independent, five-day festival of music, comedy, film, arts and culture, held annually in the Larmer Tree pleasure gardens on the Wiltshire / Dorset border.  In 2013 Flint was engaged on a seven month campaign brief to promote the 24th edition of the event, which took place in July 2014.

To meet the growing competition from other local and nationwide summer festivals, Flint implemented a communications strategy designed to attract a new network of festival-goers, encourage continued loyalty amongst existing customers, and position Larmer Tree as one of the most significant fixtures in the UK festival calendar.

Following a pre-festival launch event at the O2 Academy in Bournemouth, Flint forged strong relationships with the local press that produced over 100 pieces of regional coverage in the lead-up to the festival.  A rolling programme of press releases, including the announcement of Sir Tom Jones as headline act, served to generate significant interest amongst the nationwide media.  Over the course of the campaign Flint secured 16 pieces of coverage in national newspapers including Sunday Times Travel Magazine, The Times and The Guardian, 18 articles in magazines including Lonely Planet Traveller and Sainsbury’s Magazine and over 100 online articles and reviews, offering a total of 366,254,427 opportunities to view.

Throughout the festival itself, Flint maintained a constant on-site presence, managing 80 members of the press and 10 festival photographers.  As well as setting up a broad range of interviews with artists and comedians and facilitating daily live broadcasts for the BBC, Flint organised a series of interviews for festival spokespeople and a ‘Meet the Festival Directors’ reception for key journalists.  In addition, the agency managed the Larmer Tree social media platforms throughout the five day event.

Attracting an audience of approximately 5,000 people per day, the festival was an official sell-out – making the 2014 edition the most successful in Larmer Tree’s history and laying strong foundations for the 25th anniversary edition in 2015.

 

“We were extremely happy with Flint’s personal and creative approach and the quality and amount of coverage we received pre-festival. Flint also provided a first-rate team to run our on-site press office to ensure that the attending press had the best possible experience of the festival.”
- Julia Safe, Director, Larmer Tree Festival

 

Image Credit: Frank Turner at Larmer Tree Festival (detail), © Jonathan Marsh, Courtesy of Larmer Tree Festival

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