university of women's club post festival report 2013 pdf

8/13/2019 University of Women's Club Post Festival Report 2013 PDF

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Report Contents

1. 2013Unprecedented Sales

2. Festival of Highlights

3. The University of Womens Club at

the Festival

4. Marketing the Festival

5. Ticket Sales & Audience Reach

6. Media and Press Coverage7. 2014 Festival Opportunities


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Box Office Revenue +13% on 2012

1.2m page views & over 428,000 unique websitevisits during the festival on-sale period (+225% on

2012)

63% of all Cheltenham Festival members booked

tickets (+2% on 2012)

National reach 97% of postcodes

35,000 brochures and 50,000 taster programmes

circulated regionally and nationally

10,000 Festival newspapers distributed

Wide ranging national and local media coverage

(TV, radio and press)

8,850 Facebook fans, 18,850 Twitter Followers

1. Unprecedented Sales


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2. Festival of Highlights

Renowned Speakers

Outstanding Festival Experience

Families & Education at our Heart

Partner Inspiration


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2. The Festival Highlights

Renowned Speakers

If you hunger to hear big thoughts expounded with wit and imagination,if you want to join in the clash of ideas or question Britains smartest

minds go to Gloucestershire and the Cheltenham Literature Festival

Robbie Millen, Literary Editor of The Times

Literary Giants: AS Byatt, Jung Chang, Sebastian Faulks, Helen Fielding, Ian Rankin,

Michael Morpurgo, Douglas Coupland, Louis de Bernieres. Religion & History:

Charles Moore, Simon Schama, Lucy Worsley, Bettany Hughes, Peter Snow, Sheikh

Ali Gomao. Sporting Heroes: A P McCoy, Ronnie OSullivan, Matt Dawson, David

Gower. Family Favourites: Mary Berry, Terry Wogan, Rachel Khoo, Cath Kidston,

Anne Robinson, Ruby Wax, Richard and Judy, Dick and Dom, Alison Steadman, Larry

Lamb, Emma Thompson, Celia Imrie. Comedians: John Bishop, Jack Whitehall,

Marcus Brigstocke, Alexander Armstrong and Richard Osman, Julian Clary DifferentPerspectives: Alan Johnson, David Davis, Polly Toynbee, Francis Maude, Gus

ODonnell . to name just a few.


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Outstanding Festival Experience

This year we invested in four new areas:

New Restaurant, Champagne Bar and Festival Pubwith

everything from coffee and cake to champagne and tapas

The Pavilion shopping, caf, box office and information

point in one new venuethe perfect place to relax

The Exchangea new venue with free events co-

programmed with our partners and local traders, including

sessions from Radio Times, Ordnance Survey, Sky Arts,

Neals Yard and the latest cutting edge research

The HSBC Hospitality Loungea new area, supported by

HSBC, for our partners and patrons to use



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A Festival for Families

Children listened, laughed, gasped and cheered as they re-visited the

stories and poems they loved through the eyes of the writers.Book It! is a Festival within a Festival for Children. Over a 100

events for all the family and a range of free activities take place

each festival weekend designed to stimulate, inspire and

celebrate story telling. Family programme sales +12%.

Well loved authors and illustrators include: Julia Donaldson,

Lauren Child, Tony Ross, Nick Sharratt, Shirley Hughes, and

from the US, Neil Gaiman to name just a few.

Book It! For Families is available for sponsorship in 2014.



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Education at the heart of the Festival



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Book It for SchoolsEducation Impact

Book It for Schools is a dedicated programme of school

events and activities at the Festival during weekdays

School ticket sales +38% (60 schools)

Free activities this year included:

opportunity to contribute to one of the biggest books in the

world with artist Diana Bell

the Literature Discovery Trail, created by leading writers

the chance to get up and active in the circus-themedWaterstones Hideaway tent



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Partner Inspiration The Times Members + Area

The Times Newseum

Nelson Thornes Digital Literacy Conference

The HSBC Hospitality Lounge for our partners and

patrons

Qualia Projectdigital audience feedback with NESTA,

AHRC & Arts Council England

Co-programming Strands of events including

science@literature

Creative Exhibition Spaces

Food & Beverage Partnerships Competitions & Site Maps



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3. The University of Womens Club

at the Festival

Events

Supported by

The Universityof Womens

Club


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3. The University of Womens Club at the Festival

Event L158 Lucy Worsley

Join popular historian Lucy Worsley for an illustrated talk on the birth

of the whodunit, exploring how the murder tale became a staple of

Victorian entertainment, helping to inspire authors such as CharlesDickens and Agatha Christie.

UNIVERSITY OF WOMENS CLUB INTRODUCED:

Event L168 Pam AyresOne of Britains best-loved personalities, Pam Ayres returns to

Cheltenham to delight audiences with her own unique brand of

humorous verse. She joins us to discuss her writing and reveal her new

collection of poetry.

Events Supported by The University of Womens Club


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Effective Print & Media Campaigns


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National Print & Media Campaigns

Brochures 50,000 taster brochures, 35,000 brochures, 10,000 newspapers

Media Advertising

TV-The Festival was featured on BBC Breakfasttelevision with two

long interview spots, as well as hourly live features throughout the

day on BBC News. Film crews fromBBC South West, ITV West, ITV

News, andThe Sunday Politics Show

Radio: Heart FMone week regional campaign

National Print: The Times, Radio Times

Local/ Regional Print

Email communications were sent to our database of over 40,000

Email campaign from 1stAugust to publicise the Festival

programme. Six headline e-news sent to our full database



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5. Ticket Sales & Audience Reach

2013 Sales Statistics

Audience Profile

Vibrant Members Scheme

Online Visitors Boom

Social Media Buzz


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Box Office Revenue +13% on 2012 135,000 Tickets sold (+2% by venue)

15,000 bookers

Average booker bought 9 events (+6% on 2012) & average

spend +25%

8,500 were returning bookers (+8% on 2012)

6,500 new bookers

Family programme sales +12%

School ticket sales +38% (60 schools)

Book it! Education Programme for Schools sales +21%

Schools spent 34% more than 2012

2013 Unprecedented Sales

5. Ticket Sales & Audience


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Discerning National Audience

Mostly ABC1 audience 2% increase in audiences by venue

97% of UK postcodes were represented

Single event and new bookers were attracted to

headline personalities events (Jack Whitehall, Mary

Berry, Steven Moffat, John Bishop, Helen Fielding) Members bought 49% of all Literature tickets

Patrons spent 60% more on tickets in 2013

Returning new bookers from 2012 spent 45% more in

2013

30% of bookers attended at least 5 events



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Membership Numbers:

Current number of memberships is 6,700

4,123 members booked Literature 2013 (62.7% of all members)

Growth in membership of approximately 21% since 2012

Membership Spend:

Membership sales 48.8% of all Literature Festival sales

Sales to members +25.9%

Membership Tickets:

Members were issued 44.1% of all festival tickets.Tickets Issued to Members +3.5%

27.3% of Literature bookers were Cheltenham Festival Members

Vibrant Cheltenham Festivals

Membership Scheme



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Website

More than 428,000 unique visitors to the website during on-saleperiod (growth of 225% on 2012)

Literature Festival had 1.2m page views during on-sale period

Facebook

Number of Facebook followers 2013: c. 8,850 increased by 36.1%

Twitter

Number of Twitter followers 2013: c. 18,850 increased by 39.6% since the

end of 2012

Online Visitor Boom



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Social Media Buzz

John Suchet@johnsuchet14 Oct

Talking 'Beethoven - The Man Revealed'

@cheltfestivalsSunday morning followed by

open lunch/intv. Come along if you're near

#cheltlitfest

Ronnie O'Sullivan@ronnieo14710 Oct

will be signing my new book called

running at cheltenham literarture festival

tonight ! lookin forward to it - hope u all

like the book

Gail Rebuck@gailrebuck3 Oct

Up early and off to Cheltenham for

#cheltlitfest@cheltfestivals. Amazing lineup of events and speakers. Cultural

heaven. Don't miss it!

Johnny Vegas@JohnnyVegasReal7

Oct

Lovely audience at @cheltfestivalsgig

tonight. Especially those who waited for

book signings in the dark after blackout ;-

) #blitzspirit

Damian

Barr@Damian_Barr13 Oct

Thanks to all @cheltfestivals

for literary goings on thisweekend. It's been flawlessly

organised & great fun.Going

home hungover book-laden

Matt Dawson@matt9dawson7

Oct

Thx to all for a lovely evening

#cheltlitfest#lionstales

Beckaweck@beckaweck12 Oct

Thank you @cheltfestivalsfor a great

Literature Festival, have seen some

amazing people & looking forward to next

year



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6. Media and Press Coverage

TV Coverage

Radio Highlights

The Times

Radio Times

Other Nationals

Local Press


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A full day of live national TV broadcasts on BBC News

Channel including two live interviews on BBC Breakfast with

Julia Donaldson and Brian May

Wide ranging regional coverage from BBC South West, ITV

West, ITV News, and the Sunday Politics show

Several mentions on the Graham Norton Show

TV Coverage

6. Media and Press Coverage during the Festival


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National coverage including BBC R1, R2, R4, R6

BBC Radio Gloucestershire were on site throughout the Festival,

broadcasting two live shows and doing 67 interviews!

Radio Highlights

http://www.bbc.co.uk/radio2/


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Unprecedented coverage from our title sponsor Dedicated Saturday Review

Daily wraps on T2

Two journalists, one diary reporter, one web reporter, two intranet reporters,

all on site generating copy throughout the Festival- not to mention the

dozens of other staff who were also on site during the Festival

A unique relationship with The Times



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An extensive campaign in the Radio Times, with features, advertising, and

competitions running from August to October. Accompanied by online

coverage throughout the Festival.

Radio Times



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Incredibly enthusiastic reporting from the other national newspapers

Reporters from The Telegraph, Daily Mail, The Sun, and Radio Timespresent throughout the Festival

Wonderful travel pieces on the Festivals from The Independent and the

Express

Other Nationals



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Exhaustive coverage from The Echo and Cotswold Life

Great new pieces from The Echo, including literary fashion features,

overheard feature, and competitions

Local Press Partnerships



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7. Fantastic Opportunities for 2014


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A Bespoke Festival Relationship

Maximise your visibility and audience awareness

and build a programme of events that aligns withyour brand values and target consumer.

Access to world class speakers

Opportunity to work with us to create unique

experiences

Create exciting strands Literary Giants,

Lifestyle, Comedy, Travel, History and

the Childrens Festival - Book It!

Business Conferences and Private Events


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Partner Opportunities Food & Beverage Sponsorship

Venue Naming Rights e.g. Spiegeltent,Caf, Restaurant, Venues

Brand Activationsampling, product

placement

Promotional Activities

Networking Opportunities Hospitality, behind the scenes tours,

meet the speakers

Supporting Guest Directors

Interactive activities and Educational

outreach work to meet CSR objectives

Business Conferences and Private Events


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Thank you for working with us

We look forward to working withyou next year

3rd-12thOctober 2014

university of women's club post festival report 2013 pdf

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