Who is the client?
What was the brief?
To raise awareness of the festival and drive pre-event sales through media outreach and influencer/blogger outreach.
What was the strategy?
-To drive reach through media relations
-To engage audiences through influencers and bloggers
-To leverage festival partners to promote the event through their own channels; including organising a pop-up event at Equinox, Kensington High Street for their members and press
What were the deliverables?
-Draft and distribute press releases to targeted media, generating coverage
-Invite up to 25 contacts for press passes at the Festival
-Arrange 1-2-1 interviews with founders
-Host a pop-up event to raise awareness of the festival and partnership with key brand partner, Equinox
And what was the result?
-Five media alerts drafted and distributed to core media contacts
-Seven 1-2-1 pre-festival interviews with the founder, Ella Wroath for feature length editorial pieces across a mix of traditional and online media
-62 pieces of coverage achieved from February – August 2018 across print and online titles
-27 media passes were generated. This was a mix of traditional publications and influencers/bloggers attending the festival
-43 at festival social media posts from the media/influencers that attended, including an Instagram take-over on Women’s Health account
-16 media and influencers attended the pop-up event at Equinox, Kensington
And what was the result?
-Significant growth in awareness of the brand in national media, health, fitness, sport and lifestyle titles
-Clear cut through of brand positioning against competitors
“I am a big big fan of Soul Circus. Ella, Roman and their team have created something very special and this type of festival is perfect for our times, it offers the ultimate in detox retox”.
Georgia Keal, freelancer & writer for YOGA magazine
“I just wanted to drop you an email to say a massive thank you for having both Alfie and I this weekend, we absolutely loved it. Please extend our thanks and congratulations to Ella and Roman for doing such a fab job, too – I’m very sad to be back in the office this morning. We’d love to do it all again next year!”
Alice Head, junior digital writer women’shealthmag.co.uk
“Thank you so much for the tickets to Soul Circus, we had a wonderful time and thoroughly enjoyed ourselves. The sessions were amazing and the vibe was spot on.”
Loren Peta, freelance and writer for Natural Health magazine
“Omg it was SO SO much fun! We had the best time, what a great atmosphere and everyone was so lovely, we honestly had the best time so thank you so much!”
Grace McGovern, model and fitness influencer
“Please pass on our thanks to Ella and Roman, Soul Circus truly is a wonderful festival! We had such an amazing time and loved every minute.”
Hannah Tomlinson, 1883 magazine
“Thanks so much for having us this weekend, we had a fab time. The variety of yoga was brilliant. We got to try a bunch of new stuff which has really broadened our understanding of different practices! Likewise, I thought the musical element to the festival was great. Lots of live sets, variety and fun music incorporated into the yoga sessions.”
Leara Gabay, BESTFIT magazine
“In the run up to Soul Circus, the Aspire team were super supportive and clear in in their communication as we organised not only Soul Circus coverage, members of press coming to the event, but also a media breakfast in conjunction with the festival’s brand partners. There was no small feat! By the time the festival came around, the team wasted no time getting their hands dirty with me – unpacking samples, putting gift bags together, setting up breakfast, etc. And they did it all with a smile on their face! I could not recommend Aspire more – their flexibility to our small business needs, their transparent and consistent communication, and overall positive demeanour is incomparable! We can’t thank them enough for the work they do for us.”
Christine Albe, PR Director Soul Circus
Soul Circus is a yoga and wellness festival launched in 2016 by husband and wife team Ella and Roman Wroath to offer an inspiring event that combines yoga and wellness with motivating music, delicious food and a sense of fun for body, mind and spirit. It takes place in the Cotwolds and partners with some fabulous lifestyle brands, ambassadors, speakers, teachers and food and music providers to deliver an exceptional weekend.
Aspire has been working with Soul Circus since June 2017, to raise awareness of the event – the first of its kind – drive ticket sales and amplify its position amongst target audiences as the ‘must do’ yoga and wellness festival across the UK.
Visit www.soulcircus.yoga to find out more.