English Heritage Picnic Concerts
Challenge
Set in the idyllic and beautiful grounds of two of England’s top stately homes - Audley End in Saffron Walden and Kenwood House and Estate in London, the English Heritage picnic concerts have been part of the summer concert season for over 50 years. With ticket sales for the concerts in excess of 110,000 every summer, Sumo were set the challenge of creating a new identity for the concerts to encourage attendance and continue the success of the concerts.
Idea
We created a unique illustration style to excite and entice the audience which is sympathetic and complimentary to the
English Heritage brand. The bright and colourful palette portrays the atmosphere and summer vibe of the event.
The illustrations will appeal to a broad demographic, showing different characters and surroundings that provide a taste of the concert. It aims to make the person looking at the marketing materials visualise themselves and their friends at the concerts, and ultimately make a ticket purchase.
The campaign will be rolled out across a website, marketing literature, a souvenir brochure and on-site marketing at each of the events.
Response
The campaign launched in March 2010, we are currently monitoring the success of the project.