Overview: Barclaycard required a pan European promotional concept that focused on key markets but attracted a wide international audience and also embraced their internal programme of inclusiveness for minorities.
Ideas: Select four of Europe’s greatest and most established alternative summer festival experiences and partner with leading venues and local promoters to provide a high profile platform for Barclaycard’s aims. Create co-branded merchandise and ticket prize opportunities promoted locally in the weeks leading up to the event. Create a co-branded film that tells the story of Barclaycard’s Summer Sessions for post event distribution.
Results: Sold out events throughout the tour, significant PR and media exposure across Europe, engagement with key minority audiences.