John Lewis ONBlackheath Festival
Challenge
Create a festival experience drive re-appraisal of the brand by targeting a younger demographic in a festival environment through entertainment and food.
Create a festival experience for myJL cardholders to reward and encourage new sign ups onsite
Ensure John Lewis values are communicated throughout the festival experience – multiple touch points (create brand love)
Solution
For the Fourth year we have activated John Lewis’s headline sponsorships of ONBlackheath festival.
Designing two beautiful John Lewis hospitality areas within the festival site, where guests and consumers could relax, eat and enjoy great views of the main stage.
Programmed and managed the John Lewis Food Village including John Lewis Chefs Stage with talks and demos by the hottest UK chefs, John Lewis Chefs Club Banquet which offered a sit down dinner experience and the John Lewis Cookery School in partnership with Electrolux.
Acted as brand guardians to ensure that John Lewis touch points ran through all areas of the festival from entrance to exit.
2017 Results
1 – 22,000 festival-goers per day (54k over the weekend)
9 – 55,000 social engagements
90 – 1.5million reach