Hay Festival

Hay Festival is the best known festival or literature and ideas in the world.   Working with brand agency Edit  we developed a creative direction for the 2023 festival in order to attract new and repeat visitors.  The campaign reflected the diversity of experience and was based on our bespoke audience segmentation model, developed specifically for Hay Festival, resulting on increased visitor numbers and income.

We developed and delivered an audience insight programme for the 2023 festival; focus groups, a visitor survey, participant and speaker surveys and a market study to understand awareness, perceptions and market size.

The analysis of the audience insight was converted in to a practical Audience Development Action plan for Hay Festival which will inform activities and planning for the 2024 festival and beyond.

We also consulted on  a Digital Transformation Plan focusing on customer experience and ecommerce activities.