The Big Chill Festival is launching an outdoor campaign at Tesco stores in a bid to attract a “wide range” of new visitors to the festival. It breaks today (June 23).
The campaign, which was booked through outdoor contractor JCDecaux, will include billboards and six-sheets at stores. It has focused on stores in towns where ticket sales have previously been strong, such as Cambridge, Manchester and Oxford. A national campaign will launch on June 30 and will also include billboards as well as underground poster sites.
Dave McEvoy, JCDecaux marketing director, says the company’s research has shown that supermarkets offer “new opportunities for advertisers of non-stocked goods” because of shoppers have “high-recall levels” for products advertised as they arrive and leave the store.
The Big Chill Festival moved to Eastnor Castle Deer Park in Herefordshire in 2002. The line-up this year includes Leonard Cohen, Beth Orton and comedy duo The Mighty Boosh.