Background
When Vince Power sold his 35 per cent stake in the Mean Fiddler Group (which owns the Reading & Leeds Festivals and part of Glastonbury) in 2005 he entered into a three-year UK non-compete clause. In 2008, he returned with the Hop Farm Festival - the first major non-branded event of its kind. The headline acts were Neil Young, Primal Scream and The Charlatans.
Objectives
- To promote the festival as the first non-branded, non-VIP festival of its kind
- To promote Vince Power's return to the UK festival market
- To sell tickets to the Hop Farm Festival
Strategy
Power and Zest PR created the strapline 'Back To Basics' for the festival. One side of the campaign was designed to provoke debate about over-branding in the UK festival scene, and position Power as an industry spokesperson. The other side of the activity was an extensive campaign to sell tickets.
Measurements and evaluation
Stories about sponsorship appeared on BBC Radio 4's Today programme, the BBC Money Show, CNBC Business News and the FT. There were more than 41 pieces of print coverage and more than 220 pieces online.
Results
The festival was sold out, and will return next year for an extended three-day event.
