As festival season kicks into gear and stretches through to early September, brands have an opportunity to connect - not just with attendees, but also local communities, passersby, and potential ticket buyers.
With the UK festival market projected to hit a record £3.22 billion by 2026, out-of-home (OOH) advertising is perfectly placed to help brands reach people during the high-energy, high-footfall summer months. From buzzing city centres to coastal towns, festival season makes even the sleepiest of towns come alive with culture and music - prime conditions for memorable advertising.
Reach highly engaged festival audiences
Festivalgoers are mobile, socially connected, and highly receptive - the ideal audience for OOH. They’re constantly on the move both physically and digitally, sharing what they see and engaging with experiences around them.
In fact:
- 83% of festival attendees have seen an outdoor ad in the past week
- They’re twice as likely to make an online purchase after seeing OOH
- 136% more likely to talk about the ad with friends
- 120% more likely to download an app And their influence doesn’t end when the music stops.
According to TGI Audience Insights, over half of festival attendees regularly enjoy a night out at the pub, making hospitality screens another smart opportunity to stay connected post-event.
Connect with audiences before they arrive
Summer sees a surge in travel, events, and local exploration - making it an ideal window for OOH campaigns. Whether your aim is to build brand awareness or drive sales, outdoor advertising during festival season can offer both a creative space and geographic relevance.
When planning your next festival focused campaign, consider the journey your audience are making before they arrive: are they driving, taking public transport, or arriving to the area on foot?
With Alight's roadside OOH network, your campaign can reach:
- Over 10 million people interested in outdoor events
- 9 million passionate music festival fans
That’s a vast, active audience ready to connect with your brand.
Choose the right locations to drive impact
Strategic placement is key to festival advertising success. The right OOH locations can dramatically increase both visibility and relevance. Some of the most effective spots include:- Transit hubs - train stations, bus stops, and drop-off zones.
- Walking routes - high-footfall paths leading to event entrances.
- Hospitality venues - pubs, bars, and restaurants where attendees gather pre and post-event.
- Car parks and driving routes - perfect for large-format or digital placements where dwell time is high.
Alight can help you identify the most effective placements based on audience travel patterns and festival routes.
Build cultural relevance and local connection
Festivals are more than just entertainment - they’re rooted in pride, identity, and community. OOH taps into this energy, making it a natural way to connect with festivalgoers in a meaningful, authentic way.
Over 40% of attendees live within five miles of festivals, making OOH an ideal channel to reach people in their own neighbourhoods. And it’s not just about large cities - smaller towns and close-knit communities often host some of the UK’s most culturally rich and well-attended festivals.
By aligning your campaign with the values, spirit or theme of the event, your brand becomes part of the cultural moment.
Example: Specsavers gets creative with comedy
In 2024, Specsavers launched a clever OOH campaign aimed at comedy festivalgoers in Australia. Posters featuring sight and hearing-related jokes were placed next to comedy act signage, bringing the brand’s iconic tagline “Should’ve gone to Specsavers” to life in a funny, timely, and contextual way.
Example: Co-op champions community at festivals
Co-op has long partnered with Live Nation festivals, running on-site pop-up supermarkets at events like Latitutde and Creamfields. This presence was supported by OOH billboards and signage around local venues and transport hubs, helping drive footfall and reinforce the brand’s reputation as a community-first retailer.
Build a multi-channel festival campaign
Today’s festivalgoers are digitally switched on. Your OOH campaign doesn’t need to exist in isolation - in fact, it performs best when part of a broader, multi-channel approach.
Consider pairing OOH with:
- Geo-targeted social ads that mirror your creative
- Influencer partnerships or UGC campaigns that build buzz
Ready to take centre stage this festival season?
Festival season is a high-impact moment for brands to show up, stand out, and connect with audiences in a way that feels timely and relevant. Whether you’re launching a campaign for the first time or looking to refresh your approach, Alight can help you find the right strategy, locations, and creative approach to make your brand part of the experience.
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