Making Every Summer The Main Event

For the past three years, we’ve worked with Eden Sessions to get thousands of music fans through the gates of the Eden Project each summer.

Eden Sessions brings some of the world’s biggest artists to a venue unlike anywhere else in the UK. Our job is to turn each artist announcement into a campaign that builds excitement, reaches the right fans and, ultimately, sells tickets.

Different artists mean different audiences, different levels of demand and different reasons to buy. So while the season needs to feel like one joined-up Eden Sessions campaign, the strategy behind each show has to stand on its own.

Over the last three years, we’ve worked across line-ups featuring everyone from Lionel Richie and Pixies to Fatboy Slim - supporting each season from the first artist announcement through to the final ticket push.

For every announcement, we work with the Eden Sessions team to understand the audience, where demand is likely to come from and what role paid media needs to play.

Then we build the creative around it. We create with paid media in mind from the start.This gives us room to test different approaches and keep things fresh as each show moves from announcement through to the final ticket push.

Paid media runs throughout the life of each show, but the mix isn’t the same for every artist. We use Meta, TikTok, Google Search, Performance Max and YouTube to get announcements in front of fans, keep Eden Sessions front of mind and capture people when they’re ready to buy.

We keep a close eye on performance throughout, moving budget, testing audiences and changing creative based on what’s actually driving ticket sales.

It means each artist gets their own campaign, while the whole summer still feels unmistakably Eden Sessions.

Three years in numbers

Behind those numbers are three summers of artist announcements, on-sales, creative launches, optimisations and packed nights beneath the Biomes.

The partnership has grown each year, and so has the way we approach Eden Sessions.

We’ve developed a creative and paid media model that can flex around very different artists without losing what makes the Sessions special in the first place - the chance to see your favourite artist somewhere you’ll remember seeing them.