Aspire Active
Aspire Live

Making Soul Circus a festival favourite

Client

Soul Circus

Brief

Establish Soul Circus as a leading health and wellbeing festival in the UK.

Aspire has worked closely with Soul Circus since 2017 to raise awareness of this unique event that celebrates movement, music and food. We have been proud to help establish Soul Circus as the ‘must-go’ wellness weekend in the UK festival calendar.

A journey of transformation

Soul Circus was created by Roman and Ella Wroath in 2016 with a mission to help healthy hedonists ‘put yourself back together’ and recalibrate. 

The event takes place every August in The Cotswolds. It is part festival, part retreat, with yoga, meditation, music and pop-up wellness, culinary and entertainment experiences. 

Soul Circus approached Aspire in 2017 to help the festival grow and gain recognition after its first year. Since then we have helped to raise awareness and drive pre-event ticket sales through outreach to media, influencers and bloggers and by building on existing brand partnerships.

“I am a big, big fan of Soul Circus. This type of festival is perfect for our times, it offers the ultimate in detox retox.”

Georgia Keal
YOGA Magazine

Energising key audiences

Soul Circus is aimed at ‘soul setters’, people looking to generate positive change in their lives, find new experiences, and have fun while leading healthy and balanced lifestyles.

When Aspire began working with Soul Circus, the event was only a year old and general awareness was relatively low. To help the event reach its target audience, we used a co-ordinated strategy to:

  • drive reach through media relations and partnerships
  • engage audiences through influencers and bloggers
  • leverage existing festival partners to promote the event 

During the first year, we knew we had to overcome a challenge that we only had a short lead time to promote the festival and many people had already made holiday plans for the summer. We offered media passes to key media and influencer contacts, negotiated promotions through brand partners and reached out to yoga teachers attending the festival to get the message out to their followers.

Using what we had learned from year one, we started activity earlier the next year. We focused on pre-event coverage to raise awareness, reached out to new and existing media and influencers, and identified new brand partnerships. One of our most successful activities was to organise pop-up events with brand partners such as Equinox and maximise coverage with their members and press.

By the third year, we have been able to continue and build on the solid PR, media and influencer foundations. We now proactively pitch press features, manage the press office during the event, and create collateral for sharing across online and offline channels.

Creating an uplift in awareness

264m

reach of media coverage in 2019

100

pieces of media coverage in 2019

286k

reach of social coverage in 2019

Helping Soul Circus become a runaway success

Soul Circus is now firmly established in the UK’s festival line-up. From 2017, the event has had significant growth in awareness in the national media, health, fitness, sport and lifestyle titles and has clear cut brand positioning against competitors.

In 2017 we reached titles such as The Daily Mail, OMYoga, and The Evening Standard, and got coverage with 7 influencers. 

By 2019, the event had 100 pieces of press coverage including The Daily Telegraph, The Guardian and Health & Fitness magazine, and was covered by nearly 20 key influencers and bloggers.

The event now has projected ticket sales of 10,000, up from 7,000 in 2019.

“Aspire came on board with about 3 months until the Soul Circus 2017 Festival – not an easy feat for any partner. They swooped in, took charge, and got us organised on all things press and influencer related. We’re so thankful to have had Aspire’s help as we’re a small team and a growing business,” says Christina Albe, PR Manager, Soul Circus


For more about Aspire’s work with Soul Circus, visit https://www.soulcircus.yoga