As younger generations become more enthralled with exciting and exclusive experiences, traditional event formats are becoming increasingly less effective. As a result, brands are turning to the latest experiential event trend "festivalisation".
Brought on by the increasing demand from the customers' desire to be immersed in excitement and get the best experience from every event they attend, festivalisation offers a richer experience that satisfies the varied interests of a wider audience.
Festivaliation is changing B2C and B2B events for the better, as exhibitions, tradeshows, conferences and activations are adhering to this format in a bid to attract, entertain and engage audiences. The event trend is being adapted by more and more brands.
When Co-Op Food exhibited at the Royal Highland Show and the Royal Welsh Show in Summer to highlight their ongoing commitment to sustainable farming and producing local food, they did so in a fun and engaging way by turning their activation into the "Festival of Farming”.
Featuring event shipping containers, hammocks, viewing decks, barbecue food, games, prizes, photo booths and a DJ, Co-Op Food successfully captured and engaged their audience through festivalisation as there was something for everyone to enjoy.
The 2019 ICC Cricket World Cup was labelled a 'matchday experience like no other' following the festivalisation of the sporting event with off-pitch fanzone areas and entertainment welcoming fans into the stadium. The event included event shipping containers hosting live acoustic music, interactive games and selfie-walls.
At ArcTanGent festival 2019 was BOSS who used an Impact event shipping container to showcase their world-famous compact pedal to potential customers by hosting a mini stage within the festival. Through the festivalisation of their festival brand activation, BOSS became part of the festival's conversation and successfully introduced festivalgoers to their products.
Festivalisation bridges the gap between creativity/entertainment and businesses, creating richer event experiences for lifelong customers. As more brands discover the benefits of festivalisation, the event trend is only set to get bigger.
For an event structure to help with the festivalisation of an event, contact The Events Structure team today on 0161 821 1010. With The Events Structure, you can plan and execute unforgettable events that attract and engage your customers.