Perfect partnerships: 2022’s innovative activations
In an excerpt from IQ and Yourope's European Festival Report, we explore the ways companies and charities exposed their messages to festivalgoers
Feature By IQ | 9 February 2023
Sponsorship is a key revenue stream for festivals, whilst music and arts events are excellent ways for companies and charities to expose their messages to receptive audiences. In an excerpt from IQ and Yourope’s European Festival Report, we profile some of the most innovative partnerships in 2022.
Roskilde: Culturography
Commercial partnerships are key for most festivals, with many companies eager to benefit from the association with a festival brand and access to its audience. However, it’s important to create an activation that not only aligns with the company’s goals but matches the audience’s expectations without damaging the event’s reputation.
But how do you ensure your partnership brand is met with approval by festivalgoers? How do you know the partner you’re working…
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