Northern Aldborough Festival

Northern Aldborough Festival

 

The Northern Aldborough Festival was born in 1994 and centres around the picturesque village of Aldborough near York. With musical talent sourced from all over the world, the Festival offers audiences a consistently high standard of music. It was recently described by The Times as ‘well on its way to being one of the leading fixtures on the classical music calendar’.

With a committed, loyal, yet ageing audience, the brief was to deliver and implement a marketing strategy to develop the next generation of supporters whilst also supporting the Musical Director’s programming.

What We did

We utilised public relations to drive awareness of events and key performances in the region and at a national level.  Social media activity was used to build conversation between the media, sponsors and artists. Hashtags and competitions were used to engage with a wider audience, increase followers and drive traffic to the website.

Each event and its respective genre was considered in terms of popularity and the demographic it appealed to, with a view to programming additional concerts in future years that might appeal to a new, wider audience.

The marketing objectives, over a year aimed to;

-Grow ticket sales and participation.

-Increase followers/likes on Twitter and Facebook by 10-15%

-Build awareness and profile for the Festival, both regionally and nationally.

-Develop and build a greater network of supporters for the festival.

Results

Following a three-month period all the marketing objectives were met or exceeded.

A new family event located in Harrogate, a large focus of the marketing efforts, succeeded in reaching a new audience with 87% of tickets sales being to new customers.

Regional and national broadcast coverage was achieved and directly correlated to web traffic, peaking following an interview on the BBC’s InTune programme. The use of social media competitions and boosted Facebook posts successfully drove traffic, whilst retweets by Twitter ‘authorities’ such as the BBC led to a peak in social referrals.

Get In Touch

Beth Coombes Public Relations

Email: Beth@bethcoombes.co.uk
Phone: 07515 378820