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Building up Lancaster’s Tourism with Highest Point Festival

As Lancashire’s biggest open-air festival, Highest Point needed to increase awareness on a regional and national scale to drive ticket sales, whilst also commercialising assets to ensure the future of the festival. 

Objectives

  • Increase awareness of Highest Point Festival
  • Boost ticket sales
  • Maximise local partnerships
  • Cement Highest Point among other big-hitter events

What we did.

Following the success of 2021’s festival, the Highest Point festival team were keen to commercial assets and maximise their paid sponsorship opportunities after a year of instability brought on by the pandemic, and event dates having to be postponed and moved around. Scoop worked closely with the team to plan and map out opportunities that would drive additional revenue streams for the festival, such as drinks sponsors, newly created spaces for activations on site, and maximising local partnerships, to help grow the festival’s reach and size.

To increase awareness on a national and regional scale, we used a series of creative hooks to secure inclusion in media round ups, whilst also nurturing our media relationships, offering regional media partners free tickets to use for competitions, and arranging artist interviews to support live radio broadcasts on-site, to ensure mutually-beneficial partnerships.   

We issued a steady stream of news stories to ensure a continuous presence in regional media, to support the uptake of ticket sales, through angles including line up announcements, the Big Family Day Out, and a charity initiative. We also managed the full live event by overseeing media accreditation, briefings, managing media and artist liaison. 

 

 

“We worked with the team at Scoop to promote the first Highest Point Festival post lockdown. The team worked tirelessly to secure some amazing PR opportunities for us including TV, radio & national coverage, helping us to cement the festival’s reputation as one of the newest festivals to watch in the UK.”

Jamie Scahill, Festival Organiser



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