National Trust does Glastonbury


So why are we off to Glastonbury Festival?
April 20, 2010, 7:03 pm
Filed under: Uncategorized

So why are we off to Glastonbury Festival?

Not surprisingly there has been loads of interest from around the organisation in our presence at Glastonbury this year.   There were many reasons behind us wanting to be at Glastonbury but by far the most significant objective of this project is to help us shift perceptions.

We look after great swathes of some of the most beautiful Somerset countryside, including the iconic Glastonbury Tor.  We really felt that it was time for us to reconnect the landscape with this hugely successful event and dynamic audience on our doorstep.  The project was developed by the Attending Festivals Innovation Group and we were very clear that any presence we should have at an event like this should be fun and participative – we wanted to surprise and delight people so they would feel closer to us.  The festival team are really supportive of local charities and have offered us a great location on site, in view of the Tor and Pyramid stage.  Our venue will be a celebration of the outdoors with fun activities, participative events and a multi-sensory immersive ‘outdoors’ experience (an arty installation with light and sound…). We will also be including a quirky viral marketing techinique in the form of a welly boot/body transfer – hopefully from a named artist.

But it’s not just about changing the perceptions of the 100,000 people in the field, we are also working hard to make sure we communicate our presence at Glasto as widely as possible.  We are making regular media announcements, asking for public contributions, encouraging followers on twitter and linking with the relevant social networks.  We are also going to do something eye-catching at the Tor for the event itself to grab attention.  It’s a great team effort and we are learning as we go.  So shifting our own perceptions as well as those of others!!

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