Weyfest 2022

Weyfest is an award winning music festival in the Surrey Hills. Each year across a late August weekend, revellers can watch over 30 hours of music from well known-bands including Scouting for Girls, Stereo MCs and Billy Ocean. It’s a family event with plenty to occupy the children.

London + Culture Calling have been supporting Weyfest for many years to drive awareness for each festival, its line-up of acts and entertainment. Despite its long established loyal following, there are thousands of other music festivals running across the summer months in the UK and competition for ticket sales is fierce.

We were provided with a brief to target a range of audiences across a wide geographical area including the counties of:

– London’s Waterloo station to Southbank
– Surrey
– Hampshire
– Berkshire

We developed an integrated print, digital and handout marketing campaign.

We matched Weyfest’s previous ticket sales with our own London + Culture Calling target groups and matched them to the following geographical / audience groups:

– Surrey Arts & Culture
– Surrey Families
– Hampshire Arts & Culture
– Hampshire Families
– Surrey County – whole
– Hampshire county – whole
– Berkshire country – whole

Print was distributed in racks, plus direct handouts to customers at Waterloo station, bespoke beer mats placed at a live music venue and posters went live across the Southbank, Bankside and Waterloo to target commuters and tourists.

To increase awareness beyond print, we built a digital marketing plan. The plan aimed to ramp up awareness closer to the event and drive last minute ticket sales. It included the following:

– Premium slot in London Calling’s newsletter
– Competition of the Week to win tickets to Weyfest + third party data
– Social media promotion – 2 weeks across Twitter, Facebook and Instagram
– An advertorial feature on culturecalling.com
– Full tenancy banner ads – 4 weeks on culturecalling.com