Marcoms: Crystal Palace Overground Festival
The Crystal Palace Overground Festival is a community arts festival located in South London. It began in 2006 from humble beginnings, and a meager budget. Since then it has slowly grown and developed from its original local independent business base, to expand to Westow Park in 2011, and secure Big Lottery Funding in 2013.
The festival aims to create an event that reflects and promotes the values and aspirations of Crystal Palace, its people and businesses, bringing a sustained boost to the local economy benefiting the whole community.
With a broad range of stakeholders involved – from local independent business owners/ traders, community groups, and individuals – the business challenge was to develop an integrated marketing communications campaign that would build a solid brand.
Initially a new festival design was produced by a dedicated design team, which formed the basis of all design elements that followed.
Parasol Marketing produced a template that was used across all community event posters/flyers, and for independent business owners to assist in promoting their own events. In all cases, despite the content differing, the template not only reinforced a consistent brand, but clearly indicated that the events were part of the festival. In partnership with the individual event organisers Parasol Marketing also designed and produced a range of posters and flyers.
The festival continues to build year on year. Despite torrential rain in 2014 the crowds still came, but not quite reaching the record attendance figures of 2013 when over 6,000 people attended the event on Saturday 29 June, an increase of 20% on 2012. In 2014 94% of the audience said they would recommend the festival to their friends, and 99% said they would attend in 2015, whilst both traders and visitors alike commented on how the festival was marketed…