Underbelly Festival 2024 — Underbelly

PR · Cavendish Square, London · 2024

The challenge

Position a two-month outdoor festival in Cavendish Square as a go-to destination for London culture, while also driving ticket sales for individual hero shows within it.

Our approach

We worked the festival as a destination brand and its headline shows in parallel, so coverage built the overall profile and sold tickets to specific events.

What we did

— Ran a destination-led press campaign for the festival as a whole
— Pitched hero shows individually to drive ticket sales

Results

Festival coverage in titles including BBC Radio London, Londonist and Time Out, with show coverage in the Daily Star, London Live and WhatsOnStage.

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