Fake Festivals, the first touring festival of its kind in the UK, required a comprehensive PR campaign to create awareness of its events throughout the summer, and create greater brand awareness. They wanted to be positioned as a community-led event in each area, and attracting not only festival-goers, but also local acts to perform at the events. The PR campaign would span across Yorkshire, Lincolnshire, Humberside, Nottinghamshire, London and Hampshire. Bounce was also asked to look after their advertising requirements and event management at the festivals.
With the festival dates spanning from May through to September, a detailed timeline was put together by Bounce as to when information should be released about each event. A media list for each festival was then pulled together, targeting regional press, online, television and radio media, as well as social networking with the local support acts. A list of press release titles was devised, and a lead time as to when they should be distributed to the media. A library of hi-res images of the acts at each festival was built up, as well as quotes from the artists, to be used in any material distributed to the media.
Once the planning of the PR campaign had been finalised, the PR distribution and brand awareness work began five months before the first festival, and the media was fed information about each event in the following weeks leading up to the event. This included general press releases, competitions for tickets, advertising which we negotiated for on behalf of Fake Festivals, and radio and television interviews. Any special requests at festivals were forwarded on to us to deal with.
As well as the PR campaign, Bounce also undertakes the role of Stage Manager at the festivals, ensuring the day runs smoothly and the acts are on stage on time to adhere with the live entertainment license. This also includes liaising with the media when they arrive on the day and conducting interviews.
Bounce PR has been the retained PR agency for Fake Festivals since 2007, and our success is reflected by their success. When we first started working with Fake Festivals, they only had five festivals in their calendar. To date they have had up to twenty a year - not bad for four years work!
Our success with Fake Festivals also includes Channel 5's The Gadget Show filming at a festival with Ortis Deley, News Editor of NME magazine judging a competition for Fake Festivals, and guest appearances by Alex Zane and Austin Healey, not to mention the film crew from Dragon's Den coming down to film for the 2011 series.