24.
Marketing Plan – 2005
Overview
Over the last three years the Festival has been successful both in challenging the perception
that coming to Worthy Farm without a ticket was acceptable, and in changing the behaviour of
those who in the past had done just that. The messages about the fence and security have
been writ large across the media since 2001 and few of the target population, or of the criminal
fraternity who previously preyed on the Festival, can fail to know that getting into Glastonbury
Festival without a ticket is not a starter. The hard messages about security have been
supported over the years by the overt linkage of the Festival with the work of charities and
beneficiaries and this has contributed to making many others think again. The combination of
these approaches was called “No ticket, No show” campaign. The Festival will continue to
communicate the messages in this campaign, but some resources previously used in this
successful campaign can now be redirected to other PR priorities.
In 2004, for the first time, significant PR attention was focused on the impact that festival-goers
have on the environment of the festival site with some success. Recycling levels increased
dramatically and there was no pollution of the watercourses on site. In 2005 the Festival will
develop this theme and reinforce the robust environmental messages promoted this year. The
Festival will also continue to encourage and promote personal security and crime reduction
when on site.
The Strategy
• The “Green” Message
Environmental issues remain a major concern for everybody involved with the Festival. In the
past two years, significant headway has been made promoting the fight against pollution of the
streams and encouraging better waste management practice. The “Green” message will be
promoted from the outset - particularly dissuading people from urinating in streams and
hedges and only using the toilets and urinals provided, and following the “Bin it, Bag it, Recy