Victorious Festival 2023 hosted its biggest year to date as the event extended to run for three full days of music, comedy and family fun. This year’s lineup included headline performances from UK rock giants Kasabian, acid jazz icons Jamiroquai and a 2023 UK exclusive show from Mumford & Sons.
The Brief
We were tasked with securing pre and post-event coverage across national, music, broadcast, family, regional and influencer media; tapping into our extensive knowledge of the media landscape and press relations to position Victorious Festival as the UK’s biggest and best metropolitan festival.
Our Response
With years of experience in festival PR campaigns, the team is firmly tuned into the ever changing festival industry and press landscape. We used our extensive knowledge and experience to leverage and secure a sustained stream of top-tier, targeted coverage.
We strategically planned and delivered multiple sell-ins to our vast black book of media contacts to ensure coverage targeted Victorious’ key demographics whilst tapping into new and desirable audiences. We proactively and reactively targeted national, music and consumer publication’s festival guide features, securing top tier national coverage in The Telegraph, Daily Mail, Metro, Daily Mirror, The Sun and Daily Star.
We also worked with a team of carefully curated celebrities and influencers to post about the festival both pre and post event. The team also secured and managed a contra media partnership with national publication The i newspaper, driving ticket sales via print and digital advertising and competitions.
Carousel managed the festival’s on-site press office, securing the attendance of over 200 press and influencers to ensure high profile on-site coverage via social media content, broadcast coverage, reviews and interviews.
"We cannot speak highly enough of the Carousel PR team! We've worked with them for a number of years and have always found them incredibly helpful and organised. The whole team are a pleasure to be around, and we look forward to working with them each year."
The Results
Carousel secured 1,034 pieces of coverage throughout the campaign across national, broadcast, music, regional, consumer and influencer media with a combined reach of over 2.8bn! Coverage communicated key messages and festival announcement’s via standalone news features, festival guides and listings features, artist and organiser interviews, social media content and broadcast coverage whilst positioning the festival as the UK’s biggest metropolitan festival.
Pre-event coverage highlights included hits via BBC News Online, Evening Standard, Daily Mail, The Independent, NME, Daily Telegraph, Radio X, Metro, DORK and DIY. On-site coverage and review highlights include organiser interviews with ITV Meridian, BBC Radio Solent and BBC 1 South plus coverage via BBC News Online, Daily Star, Mirror Online, Evening Standard, The Independent, CLASH and Louder Than War.
