Remember the 50-tonne fire-breathing Arcadia Spider that came to Bristol’s very own Queen Square back in September?
Well, following the success of our work during the city’s year as European Green Capital, the Arcadia team turned to us once again to extend their reputation outside of traditional music media and into the mainstream. And we got to do it at possibly THE best festival in the world….Glastonbury!
With just three weeks to deliver the campaign, we brought Arcadia’s story to life using a blend of social, traditional and online tactics. And with mainstream audiences set firmly in our sights, we needed to think outside the box to make sure coverage didn’t just centre on the DJs. So we secured pre- and post-festival opportunities that told the story of the Spider’s evolution, previewed Arcadia’s own Metamorphosis show and took journalists on a behind-the-scenes tour of the 90% recycled breath-taking behemoth. A big task when you’re battling with 40 other highly visual stages at the festival, and Brexit!
But our strategy worked, with The Independent coining Arcadia as ‘…the frantically beating heart of Michael Eavis’s annual shebang, where ravers go to storm the dancefloor as DJs spin sets amid dramatic pyrotechnics, awe-inspiring circus acts, cutting-edge technology and all-consuming sensory mayhem.’
In total, we generated 35 pieces of coverage outside of their music heartland, including the Independent, Guardian, Telegraph, BBC Radio 2’s breakfast show with Chris Evans and The One Show. The team also secured photographers from 14 news wires including Reuters, PA, Associated Press, Getty and Rex Features which generated picture coverage as far away as Malaysia and Indonesia.
You’ll be pleased to know the on-the-ground team – consisting of Lucy Doyle and Megan Dacey – survived the mud and are now enjoying being back on hard ground for the foreseeable!
The Spider will now embark on a mammoth international tour which will see it wow unsuspecting crowds in South Korea, Taiwan and Perth in Australia before the year is out. Watch this space for more exciting updates.
Until next year, Glastonbury!