The creative concept for this event was based on using hero images from the previous festival – championing the employees and putting them at the heart of the brand. By using images from across all aspects of the celebration, it showcased the energy and joy the event represents. This was then rolled out across all online platforms, environment branding and merchandise, creating a true end-to-end creative experience.

The build-up to the festival was as big as the event, with activity across multiple social media channels (internal and external), live event engagement online, plus various post-event touchpoints. This was an event that lived months before and after the event. It also required exceptional guest management via our dedicated guest experience team who looked after all pre-event communications, registration and onsite customer service.

The 3-day event expanded well beyond the previous football and cheerleading tournaments. Across the whole festival site, there were a huge number of activities running simultaneously, focused on being more inclusive. This year there was a strong emphasis on promoting wellbeing, music and food, plus the inaugural women’s tournament.