Challenge: Deliver an impactful Sud De France Festival in an iconic London location. Drive awareness and engagement with the region and its produce, with both trade and consumers.
Our Approach: We took an all encompassing, value adding approach, managing show planning, PR and production.
Implementation: We implemented a trade and consumer PR plan targeting national and local press coupled with an email marketing and a social media campaign. For the event we delivered the first ever Sud de France Joie de Vivre Festival in the UK – a one day free summer festival held on London’s South Bank designed to recreate a perfect day in the South of France. It featured multiple food and drink stalls celebrating the region’s adventurous wines and gastronomy, a pétanque pitch with a competition, a sandy beach, where consumers took part in a sand castle competition to build the iconic sites of Languedoc-Roussillon and a Worldwide Festival Music stage headlined by world-renowned DJ Gilles Peterson.
Results: 40,000 consumers experienced, saw or passed through the festival. 10,000 consumers physically engaged and participated in the festival. 95% of attendees said they would return again. National press coverage including Timeout, Evening Standard, Yahoo and Urban Junkies.