The Guardian Experiential Tour

Project Description

The Experience

Highjam were appointed as The Guardian’s experiential agency in 2012. Since then we have been commissioned to run all live brand experience activity which includes festival & event activations.

The Experiential Tour visits various events each year, from Camp Bestival, WOMAD, Edinburgh Festival, and The Wimbledon Tennis Championships.

Working as part of a multi-agency team, Highjam are tasked with delivering all promotional activity ensuring consistency and integration across all campaigns. The Guardian is bucking the trend of sales decline currently being experienced by all other daily printed newspapers with a year-on-year sales increase.

The Results

The yearly programme interacts with over 300,000 consumers across various events each year delivering lasting positive experiences that go on to drive further reach via WOM – reaching a total universe in excess of one million consumers and attributing to over 35,000 incremental sales for the Guardian and Observer.

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