All work
Northlight Festival
Selling out before the line-up
Sector
Music and events
Year
2024
Services
Identity, campaign, website
92%
The number that moved
of tickets sold before the line-up was announced
The challenge
Northlight lost money two years running because most tickets sold in the last fortnight, which made it impossible to plan bars, staff or security.
The idea
We sold the feeling, not the bands. The identity is built from the park’s own light at dusk, and the early-bird campaign was a countdown of small promises: shorter bar queues, free water, last trains you can actually catch.
The result
92% of tickets were sold before a single act was announced, and the festival broke even in October for the first time.
New business
Got a brief? Or just a hunch?
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