Betrayal Campaign

To ensure Salisbury Festival continues to receive Arts Council funding, it is crucial that commissioned work attracts high audience numbers. In 2015, Betrayal was the Festival’s main large scale commission. To match the dark and experimental nature of the performance I helped develop a rather unusual marketing campaign. One strand of this began with me designing stencils in the shape of bodies using Adobe Illustrator. The stencils were professionally laser cut, then sprayed onto the city’s pavements using chalk spray. The final result was reminiscent of a crime scene, whilst also including the Festival logo, name of the show and performance dates. In addition to this we transformed an empty shop on Salisbury’s High Street into a mock up crime scene through the use of police tape and a large printed ‘caution’ sign with details about the performance. We also developed an accompanying video using similar imagery which helped to sell the event through social media and newsletters. This campaign was a real success, boosting ticket sales and increasing the visibility of the Festival around the city, with the stencils being mentioned on local radio and in the papers.