Selling out a brand new private campsite at Glastonbury Festival
BRAND MANAGEMENT / CREATIVE DIRECTION / COMMS PLAN / CONTENT.
Armed with a prime spot at Glastonbury, a name, and less than six weeks to fill the field with happy campers - it was all systems go.
Fast-forward just a few weeks, and the job was done.
SOLD OUT.
How did we get there?
Well, after having done the research and ‘set the scene’, I identified two clear roles for comms:
1. To be found by first time Glastonbury Festival customers and regular Glastonbury campers, who are interested in more premium camping options.
2. Convince ‘normal’ Glastonbury campers to upgrade and switch to Holt Farm.
Then, looking at the buyer journey, it was clear we were diving into a crowded, competitive premium camping market at Glastonbury - one where trust was crucial, especially with past scams casting a shadow.
The solution?
As always, a strong brand.
Not only would this help us break through the campsite clutter and stand out, but it would also give customers the confidence they needed.
Incredible Campaign Results were Achieved.
The first thing we do - always - is start at the purchase stage and work backwards.
We make sure social channels are optimised to work their best, and that the website is geared up for selling, removing any barriers that might stop people from buying.
Once those foundations are rock-solid, it’s time to launch the campaign and start sending people to the optimised channels.
Here’s a whistle-stop of how we went about doing this:
1. Paid Google Search scooped up those actively seeking something like Holt Farm.
2. Meanwhile, Meta (Facebook/Instagram), powered by strong creative, worked its magic and connected us with the Glastonbury crowd - and oh my, did it deliver.
3. TikTok became the place where influencers did the talking (and the selling) on our behalf.
4. Then there were forums, communities, and groups that turned out to be happy hunting grounds for us too.
And of course, there were a few other things we did as well ;-)
This was one of those dream campaigns where everything we touched turned to camping gold - thanks largely to the incredible product and team at Holt Farm!
