Freedom-Logo
BRIEF

Elevating Yorkshire Arts Festival to the national stage

Freedom Festival Arts Trust is an innovative arts organisation responsible for producing the highlight of Hull’s cultural programme, Freedom Festival, and a growing in year programme of work.

The festival celebrates the lasting legacy of the Wilberforce 2007 campaign, which celebrated the bicentenary of the abolition of the slave trade, led by Hull-born MP William Wilberforce in 1807.

Freedom Festival Arts Trust celebrates, through artistic and cultural expression, Hull’s independent spirit and historic contribution to the cause of Freedom.

OBJECTIVES

We leveraged digital marketing to help diversify the local audience base and increase visibility amongst hard-to-reach audiences.

PROCESS

Promoting Hull’s premier arts and cultural festival in its tenth year, we took the well-established brand to a new level. We refreshed the logo and introduced some detailed brand guidelines to ensure consistency across collateral and by partner organisations.

A new website was also launched to improve the customer journey and allow users to select when they were attending the festival and the type of shows they wanted to see. Page views across the weekend were up 29% on the previous year.

Sponsor activation, consumer marketing and community engagement helped to maximise local and regional engagement with 19% of people attending from outside of Hull. To diversify the local audience base we dreamt up Hull strum community events utilising the unique Freedom guitar boats linking directly to our digital channels.

RESULTS

This step-change in the branding for the festival saw us produce a detailed 64-page festival guide for the first time, unique signage and social media that drove over 11,000 post engagements and 33,000 video views on Facebook over three days.

A few of the key results...
  • Directed over 100,000 visitors through the festival with eye-catching and striking way finding.
  • 350,000 website page views in the first 6 months.
  • 78% of all visitors returned to a purpose built, scalable website.
  • Built a new Snapchat channel with 14,368 views & drove 43% increase in Instagram followers.
  • Community engagement initiatives to widen participation.