Reminding Londoners what LIFT is all about

In 2020 LIFT’s festival was cancelled just days after going on sale. LIFT 2022 came after four years without a festival. Four years without bringing people together or collecting any new data. Who were our audience? We didn’t know.

The campaign plan for LIFT 2022 was designed to sell tickets (of course), to remind Londoners what LIFT stands for, and to gather a baseline of data so that we could start to grow again. On all accounts the campaign was a success. We sold 97% tickets across the festival. 83% bookings were made by new customers, and 82% of survey respondents said they were “more” or “much more” likely to attend another LIFT event in the future. Behind the scenes we focused heavily on accessibility, making sure we used accesible venues, created accessible experiences, and offered those experiences at accessible prices. We started a new £5 ticket scheme which will continue for the 2024 festival. We received survey responses from 6% of festival attendees; 541 completed surveys gave us a representative data set from which to grow.

Key skills:

• Communications strategy

• Content strategy

• Marketing campaign

• Digital communications

• Audience analysis and development

• Brand management

• Evaluation

Photos:
Sun & Sea by Lina Lapelyte, Vaiva Grainytė and Rugilė Barzdžiukaitė, captured by Ellie Kurtz.
ԳԻՇԵՐ | gisher by Giorgia Ohanesian Nardin, captured by Renata Boruch.
Poster image courtesy of Jack Arts London.