LONDON DESIGN FESTIVAL 2020 BECOMING A FESTIVAL … · TWITTER 150k followers INSTAGRAM 291k...

LONDON DESIGN FESTIVAL 2020BECOMING A FESTIVAL PARTNER

A NOTE FROM OUR FOUNDERS

In light of the Covid-19 pandemic, we have been looking hard at our options and have consulted ourpartners, the broad design community, and the Mayor’s office about London Design Festival goingahead in September.

The overwhelming consensus is that it should, and that it is important the design community standstogether in these challenging times. We want to put the spotlight on the brilliance of London’s designscene at a time when it needs to be promoted more than ever.

LDF 2020 will of course be different from any other. With very little, if any, international travel, it willbe a Festival for Londoners with a strong focus on the local. We are adapting the Festivalaccordingly.

Over recent years the number of Design Districts has grown. Each one has its own growingpersonality and enables audiences to walk between different shows. We hope that these localclusters of design will be a defining feature of LDF 2020.

Like everyone, we are planning greater online activity and are exploring new formats to presentdesign and promote discussion. Audiences are hungry for content, but some will not be able tophysically visit different locations. We must make it easy for them to see and hear what design inLondon has to offer.

Sir John Sorrell CBEChairman

Ben Evans CBEDirector

London now has the biggest creative economy of any city in the world and our design reputation isrenowned. Showcasing is a key part of the sector and the platform the Festival offers is anopportunity to say something.It is important that major events like the Festival happen this autumn, not least as a symbol ofLondon’s determination to maintain its creative and cultural leadership.

Many are still deciding how they participate. We appreciate that some won’t be able to decide untilnear to the Festival dates, so we are being as flexible as possible with our deadlines. Accordingly, wewill re-format the guide to allow printing to happen as late as possible. The digital option can betaken up at any time.

There is much talk of the ‘new normal’ and we are all trying to adjust to its terms and conditions. Wewill do everything possible to make this year’s Festival a success for all our partners and anaudience hungry for design.We sincerely hope that you will choose to take part in LDF 2020.

Please contact us about your plans and how we can help.

We look forward to working with you for the 18th London Design Festival.

ABOUT LONDON DESIGN FESTIVAL

Established in 2003 by Sir John Sorrell CBE and Ben Evans CBE, thevision of London Design Festival is to celebrate and promote London asthe design capital of the world. The 18th edition of the Festival will takeplace from 12-20 September 2020.

London Design Festival has since earned the reputation as a key calendarmoment of London’s autumn creative season, alongside London FashionWeek, Frieze Art Fair and the London Film Festival, attracting the greatestdesigners, thinkers, practitioners, retailers and educators from across theworld.

“Apologies to Milan and Tokyo. Regrets to Stockholm and Paris.

Forgive me Eindhoven, Berlin, Barcelona and, most particularly, New York.

But London is the design capital of the world.”

New York Times

OUR AUDIENCE

PROFILE:

Male/Female: 48:52

Age: 25-54, 72%

Residence: UK: 78% International: 22%

Motivations for visiting: To be inspired (59%), to

learn something (44%), to be stimulated

(40%), for self-actualisation (38%), with

43% stating that design is an important part

of who they are.

"There has been a generational step change in the

importance the consumer puts on design. Millennials are not

only design literate in a way that previous generations were

not, but it is also central to their stimulus to purchase

products and services.”

Ben Evans CBE, Director, London Design Festival

London Design Festival is a fixture of London’s cultural calendar, attracting considerable

international attention.

The Festival encompasses a diverse audience of creative industry professionals, design

conscious consumers, Higher Education students (particularly those in the creative industries),

cultural explorers, social enthusiasts, and local, regional and international visitors from over 75

countries.

Image: ‘Please be seated’ by Paul Cocksedge, supported by British Land at Broadgate, 2019Image: ‘Textile Field’ by Erwan & Ronan Bourellec, supported by Kvadrat at The V&A, 2011

GLOBAL REACH700,000⁺ collective audience

TWITTER150k followers

INSTAGRAM 291k followers

WEBSITE 1.6 million pageviews

FACEBOOK 159k likes

NEWSLETTER 70k subscribers

Visitors from over 75 countries attended the Festival in 2019, making 1.1 million visits.

London Design Festival helped drive a total of 120,000 visits to the V&A

Source: Audience Agency 2019

KEY FIGURES

30 pieces of coverage 35 pieces of coverage 22 pieces of coverage

14 pieces of coverage 14 pieces of coverage

17 pieces of coverage 9 pieces of coverage 8 pieces of coverage

8 pieces of coverage 7 pieces of coverage

357 articles shared 17,900 times on social

19% of articles mentionlondondesignfestival.com

LDF PRINT & ONLINE

UK

o Total Articles: 588o Total Reach: 739,762,278o AVE: £9,120,281

INTERNATIONAL

o Total Articles: 365o Total Reach:

1,048,392,666o AVE: £5,121,210

PRESS RESULTS LONDON DESIGN FESTIVAL 2019

Each year the Festival's brand and identity is designed by renowned creative agency, Pentagram

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BRAND IDENTITY 2020

PROMOTIONAL CAMPAIGN The Festival is promoted through a year-round digital marketing campaign.This is amplified by a strong network of partners, media and influencers whopromote our content.

The branding, creative and graphic identity for the Festival are designed byPentagram, the world’s largest independent design consultancy – a multi-award winning practice who have created some of the most recognisedinternational brands.

MARKETINGThe Festival’s experienced marketing team promotes the Festival pre, duringand post event. E-newsletters are distributed to over 70,000 subscribers,shining a spotlight on LDF Partners and exhibitors, offering design insightsand sharing design news.

The LDF social media channels – across Twitter, Instagram, Facebook, TheDots, Pinterest, LinkedIn and You Tube – have an engaged audience of over700,000 followers collectively; actively promoting content and updates fromour partners and design community.

The Festival website provides a comprehensive promotional platform forFestival Partners and saw over 1.6 million pageviews in 2019. The website isa year-round hub and platform, providing and sourcing design led content forthe creative industries across design disciplines.

WE ARE ACTIVE THROUGHOUT THE YEARLondon Design Festival promote a year-round advertising and marketing campaign

PR & MEDIAThe 17th edition of London Design Festival attracted and welcomed journalists,influencers and content creators from local, regional, national and international mediaoutlets, achieving a total global circulation reach of 1.8 billion and an AVE of £12.7million.

Public relations is managed by Exposure, an international communications and mediaagency with offices in London, Paris and New York.

ADVERTISINGEach year, the Festival launch a city-wide advertising campaign. The adverts achievedan impact of over 16 million and drives significant traffic to our website andpromotional channels.

In addition, the Festival is promoted through the printed Official Guide, targeted e-newsletters, website event pages, editorial content, and social media. All this activitygives Partners the perfect platform to raise their profile and engage with a wideraudience.

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LONDON DESIGN FESTIVAL12-20 SEPTEMBER 2020

#LDF20

BECOMING A FESTIVAL PARTNER

Our Festival Partners involve a variety of people from independent designers,institutions, local and global brands, boutique shops, thought leaders, studentsand more.

Festival Partners create the foundations of the Festival by connecting the city with avariety of independently staged activities.

A Partner activity can range from exhibitions, installations, webinars, projects, productlaunches, workshops, talks, virtual and walking tours, late nights and open studios andmore.

They involve a wide spectrum of disciplines including, architecture, digital, furniture,lighting, product design, ceramics, transport, graphic, sound design and more.

Partner activities are held at a diverse range of venues including trade fairs, galleries,museums, shops, showrooms, studios, markets, restaurants, pop-ups, agencies andwarehouses and online via various digital platforms.

WHAT IS A FESTIVAL PARTNER?We promote and support digital and physical activities from a wide spectrum of disciplines

Selection of Partners from 2019

WHY BECOME A FESTIVAL PARTNER?There has never been a more important time to promote what you do

ELEVATE YOUR ACTIVITY London Design Festival’s role is to increase the reach of your event across physical and digital audiences.

üREACH OUR AUDIENCELondon Design Festival is at the forefront of design and attracts a unique and discerning audience.

üAFFORDABLE PARTNERSHIPOur Festival Partner packages offer affordable cross-channel marketing strategies to promote your activity to the widest audience.

ü EXPOSE YOUR EVENTWe work hard to expose your event, not only to our Festival audience, but to our international press network via our press portal accessed by 3000+ global press.

üBRAND ASSOCIATION Associate your brand with London Design Festival and design excellence. Increase awareness and raise your profile to the design community and substantial general public.

ü PARTNER TOOLKITThis best practice toolkit offers suggestions to support your presentation.

ü 1:1 SUPPORT The Festival Sales Manager is always on hand to help with any Partnership queries and to brainstorm ideas.

ü PARTNER SURGERIESLDF host several Partner Briefings and Surgeries in the lead up to the Festival. These are an opportunity for Partners to connect and network with the Festival community, find out more details about the planned programme, and learn about how best to activate and boost Partners events and activity.

ü PARTNERSHIP FORUM Partners have access to the online Partner Forum on the Dashboard, where Partners can connect and gain insight from fellow Partners to share ideas and ask questions.

YEAR-ROUND SUPPORT AND PROMOTIONLondon Design Festival will help you get the most out of your partnership

DESIGN DISTRICTS & ROUTESAn essential part of the Festival’s fabric

London Design Festival aims to connect the city through design and help peoplediscover new areas of the city.

Design Districts and Routes are a key component of the Festival makeup witheach Design District or Route constituting a cluster of events within a shortwalking distance of each other, enabling visitors to navigate the 400 events andgeography of the city.

In 2019, the Festival had 11 official Design Districts and 1 Design Route, eachwith its own character and identity. During the Festival these areas becomeunique design hubs, where design activity is never more than 15 minutes walkaway.

If you are interested in learning more about establishing or becoming part of aDesign District or Route, please speak to our Festival Sales Manager.

Selected Design Districts from 2019

DESIGN DESTINATIONSLONDON DESIGN FESTIVAL

Design Destinations are the trade shows and trade fairs that take placeduring the Festival. They are the commercial pillars of the Festival andare key meeting places for designers, manufacturers, buyers, specifiers,the media and design enthusiasts to discover new product releasesand identify current trends.

Due to the challenges faced by the Covid-19 pandemic, severalDestinations have postponed their programmes until 2021. The Festivalis here to support any Partners who were looking to exhibit at a tradeshow. We can help you expand the reach of your brand and gaintraction on your product launches as a Festival Partner.

If you are still exhibiting with a Design Destination and wish to furtheryour reach to our engaged audience, you will receive a special discounton your LDF package.

Please contact the Festival Sales Manager for more information.

VIDEO CONTENTVideo content has never been easier to create with most people having access to smartphones and devices. Pre-recorded videos can give you more control on content than a live event. Your video can have event footage, brandinformation, thought-leadership, interviews, or offer news and updates. You can also involve influencers, otherPartners, designers, or your team and go live on social media.These can be promoted across LDF newsletters and social platforms.

ONLINE TALKS / WORKSHOPS / PANEL DISCUSSIONSThere are many ways to host talks or workshops online, You can choose to have them pre-recorded and thenlaunch them once produced; or treat them like a live event where an invited audience can attend via a videoconference platform such as Zoom or Google Hangouts.

COMPETITIONSRunning a social media competition is a brilliant way to attract and engage audiences; and grow awareness of yourbusiness to potential new customers. They can be used to build a subscriber list and to drive traffic to your website.Your competition may include a product giveaway, experience or gift card.

GO LIVE ON SOCIAL MEDIAEngage with an audience in real-time. Put personality behind the brand and let audiences engage directly with you,your content and brand in a dynamic way.

CREATE SHAREABLE CONTENT Contribute curated film recommendations, book lists, podcasts must-listens etc. for LDFs audience and they can host them on the Design News page londondesignfestival.com/design-news

THINKING OF GOING DIGITAL THIS YEAR, OR ADDING ONLINE ACTIVITY AS PART OF YOUR EVENT? Here are some ideas for what you can do to partner with the Festival

https://www.londondesignfestival.com/design-news

STANDARD £770+VATSTANDARD ONLINE £650+VAT*

GUIDEFull page in the guideUp to 4 hero images

1400 characters about your event

DELIVERED TO YOU100 guides

1x freestanding sign1x branded guide box2x LDF vinyl stickers

SOCIAL MEDIA 1 Instagram Story

(added to Instagram Highlights)1 Twitter

1 Facebook1 Pinterest

LDF WEBSITEDedicated event page

Year-long listing on the new Design Directory Event page on mobile site/mobile Event Finder

Event presence on search facility and Events pageFree unlimited news articles

PR AND MEDIAPartner Communications toolkit

Your press releases & images hosted on the LDF press hub

PREMIUM £1,450+VATPREMIUM ONLINE £1,150+VAT*

GUIDEFull page in the guideUp to 4 hero images


DELIVERED TO YOUUnlimited guides

1x freestanding sign1x branded guide box2x LDF vinyl stickers

SOCIAL MEDIA 1 Instagram Story (added to Instagram Highlights)

1 Instagram Wall post2 Twitter posts

2 Facebook posts2 Pinterest posts

NEWSLETTER1 E-Newsletter Inclusion




Rotating Advertising Banner throughout the Festival



ENHANCED £3,500+VATGUIDE

Full page in the guideUp to 4 hero images



2x freestanding signs1x branded guide box2x LDF vinyl stickers

SOCIAL MEDIA 1 Social Takeover2 Instagram Story

(added to Instagram Highlights)2 Instagram Wall posts

4 Twitter posts4 Facebook posts4 Pinterest posts

NEWSLETTER2 E-Newsletter Inclusions





Exposure on LDF Homepage in the ‘Partner Spotlight’



PLATINUM £5,500+VATGUIDE

Full page in the guideUp to 4 hero images



2x freestanding signs1x branded guide box2x LDF vinyl stickers

SOCIAL MEDIA 2 Social Takeovers

2 Instagram Story (added to Instagram Highlights)3 Instagram Wall posts

5 Twitter posts5 Facebook posts5 Pinterest posts

NEWSLETTER2 E-Newsletter Inclusions 1 Solus E-Newsletter





Exposure on LDF Homepage in the ‘Partner Spotlight’



ADDITIONAL BENEFITBespoke Promotional Opportunity with LDF. (e.g. Hosting an LDF talk online or similar).

PARTNER PACKAGES*o

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LONDON DESIGN FESTIVAL

NEW FOR 2020In light of the current challenges, the Festival has developed its packages to offer additional support and variety for all Partners

FULL PAGE GUIDE LISTING UPGRADEIn these challenging circumstances we are revisiting the format of theguide and offering all Partners full page exposure with a full listing inthe Guide.

DESIGN DIRECTORYThe Festival has created a year-round online Design Directory of allOfficial Festival Partners. Your business or brand will be listed withaddress, contact details and link to your event page. This will beuploaded and live after the Festival.

PLATINUM PACKAGEThis new Partner Package gives you extensive promotion across allour channels. You will be visible on the Festivals homepage, you havethe opportunity to takeover the Festival’s Facebook channel, and senda dedicated newsletter to the LDF email audience of 70,000+. ThePlatinum partnership also involves you working closely with TheFestival team and developing a bespoke promotional opportunity (eg.More promotion to our media contacts, additional solus emails etc.)

DIGITAL ADD-ONSThe Festivals Digital Add-ons are offered exclusively to Official 2020 Partners.They are available to help maximize your exposure during the Festival and areavailable throughout the year to continue your story and engagement withLDF’s audience.

PINTERESTPartners can engage with the Festival Pinterest page to pin and tag contentdirectly to your product or brand URL.

PARTNER SPOTLIGHTPartners can be promoted on the Festival website homepage.

DIGITAL ADD-ONS (NEW FOR 2020)To help you maximize your reach, choose your Festival Partnership and add bundles – available all year round


700,000⁺ collective audience TWITTER 150k followers

INSTAGRAM 291k followers

E-NEWSLETTER70k subscribers

FACEBOOK 159k likes

WEBSITE1.6 million page-views

1 Insta Story1 Twitter post 1 Facebook post1 Pinterest pin

1 Insta Story1 Twitter post 1 Facebook post1 Pinterest pins1 Newsletter Inclusion

SOCIAL SOCIAL + DIGITAL

£200 £400

1 Insta Story1 Twitter posts 1 Facebook post1 Pinterest post1 Newsletter Inclusion

COMPETITION

£400

1 Insta Story1 Twitter posts 1 Facebook post1 Pinterest post1 Solus Email

COMP + SOLUS

£2,200

+ ADD BUNDLES

SELECTED FESTIVAL PARTNERSHIP

These offers are exclusive to Official 2020 LDF Partners and only valid when combined with a Festival Partnership

CONCESSION PARTNERSHIPS AND DISCOUNTS CONCESSION PARTNERSHIP – £500+VAT (£270 DISCOUNT) AVAILABLE ON STANDARD AND ONLINE STANDARD PARTNERSHIPS ONLY

Who Qualifies:ü Studentsü Graduatesü Schoolsü Charitable Fundraising projectsü Small businesses and organisations under a year old

TRADE FAIR DISCOUNT – 10% DISCOUNTAll Festival Partners who are exhibiting at one of our Design Destinations(e.g. Design London, Focus20, London Design Fair) will receive 10%discount on their partnership. These partnership packages will not includeguides, guide boxes and signage as these will be provided to theDestination separately.

MULTIPLE LISTINGS – FROM 10% DISCOUNTFestival Partners who are looking to promote multiple events with LondonDesign Festival will benefit from 10% Discount. Please contact the FestivalSales Manager to discuss.


Image: Unfold: The Ravensbourne Postgraduate Degree Show, 2019

FESTIVAL PARTNER KEY DATES

12 MARCH

14 AUGUST

7-11 SEPT

11 SEPT

12-20 SEPT

PARTNER REGISTRATION OPEN

OFFICIAL GUIDE DEADLINEADVERTISING DEADLINESOCIAL MEDIA DEADLINE

DISTRIBUTION OF GUIDES, SIGNAGE AND WINDOW VINYL

ONLINE PARTNERSHIP DEADLINE

LONDON DESIGN FESTIVAL 2020


Due to the current challenges, we are remaining as flexible as possible with all our deadlines. Please contact the Festival Sales Manager for more details.

GET IN TOUCHPartner registration is open now open until 11 September 2020.

NEW PARTNERSRegister your interest in taking part by visiting ‘Partner Registration’ under theTake Part tab.You will need to provide your contact details and a short description of what youhave planned. (This doesn’t need to be fully formed).

Once approved, you can purchase your preferred partnership package, uploadyour event listing, press release, images and videos etc. and gain tips and adviceabout holding an event from our toolkits and resources.

EXISTING PARTNERS You can go ahead and log into your Partner Dashboard and start uploading yourevent content.

If you have forgotten your password or log in details, you can click ‘Request newpassword’. If you still have trouble, please contact the Festival Sales Manager.

To talk through your partnership options in more detail, please contact:Bree Gray – Festival Sales Manager [email protected]


LONDON DESIGN FESTIVAL 2020 BECOMING A FESTIVAL … · TWITTER 150k followers INSTAGRAM 291k...

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Transcript of LONDON DESIGN FESTIVAL 2020 BECOMING A FESTIVAL … · TWITTER 150k followers INSTAGRAM 291k...