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February 10, 2021

Reopening the UK: Why Promoters Need to Act Now

The UK government has finally laid out its pathway out of the country's third national lockdown. A faint glimmer of light at the end of a very long tunnel for 66 million people and a much needed moment of clarity for major event promoters. So what can we expect to happen over the next couple of months?

UK Pathway

If things go to plan and vaccinations continue to be rolled out at their current pace, the UK will end its limits on social contact on 21 June 2021. This means large-scale events will go ahead throughout the peak Summer festival season.

Now is the time for promoters to act

We're about to witness a frenzy amongst festival-goers to secure their long-awaited Summer plans with friends they've been separated from for too long.

Off the back of the announcement on Monday 22 February, Google search volume in the UK for the term 'festivals' spiked to its highest level since 2017, signifying insatiable demand for the return of live music and entertainment.

Google Trend UK Festivals
Source: Google Trends

As demand for festival tickets grows, so too will the marketing budgets of promoters. We're predicting a run on Facebook & Instagram advertising in the first half of 2021, pushing up the already-increased cost of reaching your fans, especially when targeting 16 to 24-year-olds.

Now is the time for promoters to strike whilst the iron is hot – if you haven't released your tickets yet, what are you waiting for?

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Article by
Joshua Young

Josh is a Growth Marketer at Audience Republic. He has previously worked at Sydney Fringe Festival, Live Nation & Disney Channel.