South East Coverage
To promote England’s largest curated arts festival and distribute Brighton Festival’s 76 page A4 brochure around Brighton and the South East, targeting existing and developing audiences.
Previous experience has taught us that Brighton Festival brochures disappear fast so in order to meet demand Impact positioned brochure Dumpbins, which each hold 150 brochures, in 40 key locations across the City. Venues housing our Dumpbins included Brighton Station, The Pier, Dome Box Office, Churchill Square and the Brighton Centre. All sites were topped up three times per week to ensure brochures were constantly available. We also visited hundredsof shops and cafes in Brighton and Hove where brochures were displayed in branded cardboard dispensers.
In line with the Festival’s audience development aims, Impact also distributed brochures further afield, covering East and West Sussex and stretching into Kent. A smaller A6 mini-guide was used to target London’s cultural hotspots including Southbank, the West End, Camden and Shoreditch.
- 116,000 brochures distributed.
- 2,500 venues targeted in the South East.
- 15,000 brochures picked up in the first week.
- 30,000 mini guides distributed in London to over 600 venues.
- 97% pick up rate.
- Brighton Festival’s most successful year with 81% of all tickets sold.
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