Publicity & Marketing 

Publicity and Marketing Breakdown

A successful marketing strategy is essential to building an engaged audience, attracting sponsors, and ensuring the long-term sustainability of a Fringe Festival. This section outlines key areas to focus on for effective publicity and outreach.

Printed Programmes & Physical Marketing

• Programme Design & Distribution:

  • Ensure the programme is visually appealing, informative, and accessible.

  • List all performances, venues, times, and ticketing information.

  • Include maps and schedules to enhance audience experience.

  • Distribute at key locations such as theatres, cafes, cultural centres, and tourist hubs.

• Flyers & Posters:

  • Create eye-catching designs that reflect the festival’s brand identity.

  • Ensure posters are displayed in high-traffic areas (public transport hubs, universities, arts districts, libraries).

  • Allow performers to produce and distribute their own flyers to support grassroots promotion.

• Branded Merchandise:

  • Sell or distribute tote bags, T-shirts, stickers, and other promotional items to build brand recognition.

Media Outreach & Public Relations

• Press Releases & Media Engagement:

  • Send out press releases to newspapers, magazines, TV, and online publications.

  • Highlight unique aspects of the festival (premieres, award-winning performers, innovative performances).

  • Build relationships with journalists, arts bloggers, and influencers.

• Press Conferences & Preview Events:

  • Host media briefings and preview performances to generate pre-festival buzz.

  • Offer press passes to key media outlets to encourage coverage.

• Feature Stories & Interviews:

  • Pitch stories on the festival’s impact, artists, and behind-the-scenes insights.

  • Secure interviews with key festival organisers, featured artists, and community partners.

Website Development & Online Presence

• User-Friendly Website:

  • Ensure the website is mobile-friendly and easy to navigate.

  • Include clear ticket purchasing options, event details, and artist profiles.

  • Provide accessibility features such as screen-reader compatibility and font resizing.

• SEO & Digital Ads:

  • Optimise content for search engines to attract organic traffic.

  • Run targeted digital advertising campaigns (Google Ads, Facebook Ads) to boost ticket sales.

• Email Marketing:

  • Build and segment an email subscriber list.

  • Send personalised newsletters featuring artist highlights, ticket discounts, and behind-the-scenes content.

Social Media Strategy

• Platform-Specific Content:

  • Instagram & TikTok: Use short-form video content, behind-the-scenes clips, and interactive stories.

  • Facebook: Create event pages, community discussions, and targeted ads.

  • Twitter/X: Engage in real-time festival updates, industry conversations, and audience interactions.

  • YouTube & Live Streaming: Stream performances, artist interviews, and festival highlights.

• Social Media Campaigns:

  • Develop festival hashtags to encourage audience participation.

  • Run contests and giveaways (e.g., free tickets, VIP passes, merchandise).

  • Collaborate with influencers and arts advocates to widen reach.

Street Presence & Community Engagement

• Outdoor Advertising & Guerilla Marketing:

  • Use chalk art, pop-up performances, and flash mobs to create buzz.

  • Arrange live teaser performances in high-footfall locations.

• Partnerships with Local Businesses:

  • Offer exclusive discounts at restaurants, hotels, and cafes for festival attendees.

  • Collaborate with independent bookstores, record shops, and galleries for crossover marketing.

• Street Teams & Volunteer Ambassadors:

  • Deploy street teams to distribute flyers, engage with the public, and provide festival information.

  • Equip volunteers with branded attire to increase visibility.

Potential Media Contacts & Partnerships

• Local & National Media Outlets:

  • Identify TV and radio stations, newspapers, and arts magazines that cover cultural events.

  • Build relationships with editors and reporters interested in the festival’s themes.

• Arts & Culture Blogs:

  • Engage niche arts blogs and online communities to tap into targeted audiences.

• Tourism & City Guides:

  • Collaborate with tourism boards and city guide platforms to feature the festival in travel recommendations.

Measuring Success & Adjusting Strategies

• Key Performance Indicators (KPIs):

  • Monitor ticket sales trends before and during the festival.

  • Track engagement on social media (likes, shares, comments, follower growth).

  • Measure website traffic and digital ad conversions.

  • Assess PR coverage (mentions in media, interviews, reviews).

• Audience Feedback:

  • Conduct post-festival surveys to gather insights on marketing effectiveness.

  • Collect testimonials from artists and attendees to refine future campaigns.

Final Thoughts

Effective marketing and publicity require a mix of traditional and digital strategies, combined with grassroots efforts and community engagement. The best promotional campaigns build excitement, generate media attention, and create an enduring festival brand. By integrating data-driven insights and audience feedback, festival organisers can continually enhance their approach and ensure long-term success.