Submitted by Goho PR, Marketing & Events

Out & Wild Festival PR and Social Campaign

Goho PR, Marketing & Events ran press, influencer and social work for Out & Wild Festival, reporting 20 plus media placements and a 40 percent increase in social media engagement.

20 plus media placements in major LGBTQ+ and lifestyle publicationsmedia placements
A 40 percent increase in social media engagementsocial media engagement increase

Case in 60 seconds

Out & Wild Festival needed awareness, festivalgoers and standing in the LGBTQ+ calendar at once, so the brief covered press coverage, a social media strategy and influencer partnerships together rather than treating any one of them as sufficient.

The campaign appears to turn on the festival's specificity being the story itself, because a wellness and experience event built for queer, questioning and curious women and non-binary people gives editors a cultural angle that a generic festival listing cannot offer.

Goho built a narrative around the festival's positioning, its inclusive ethos and the experiences it offered, then pitched that narrative to top-tier media so features would carry the cultural weight of the event rather than its line-up alone.

Goho used its media contacts to place the festival in LGBTQ+ and mainstream publications, partnered with influencers who connected with the festival's ethos to drive organic engagement and ticket sales, and curated a social presence mixing produced content, behind-the-scenes glimpses and user-generated posts.

Goho reports 20 plus media placements in major LGBTQ+ and lifestyle publications, a 40 percent increase in social media engagement, a surge in ticket sales following press and influencer coverage, and Out & Wild positioned as a key player in the festival scene.

Strategy Breakdown

The primary strategy-learning section — interpretation, not a press-release summary.

Queer, questioning and curious women and non-binary people, reached through key LGBTQ+ and mainstream publications.
Out & Wild is presented as the UK's first festival of its kind for queer, questioning and curious women and non-binary people, so the work had to build recognition for a category that did not yet have an established place in the LGBTQ+ calendar.
Festivals compete for the same seasonal attention and ticket window, which is why the brief asked for press, social and influencer activity together rather than press coverage on its own.
Based on the available evidence, the festival is positioned as a community and self-discovery experience rather than a music event, with wild swimming, workshops and wellbeing sessions carried in the story alongside live music.
The page attributes ticket sales to press and influencer coverage arriving together, which suggests attendance decisions here followed trusted recommendation rather than advertising exposure alone.

Creative & Execution System

Partners

  • Goho PR, Marketing & Events (lead_agency)

Participation mechanic

  • User-generated posts formed part of the curated social presence alongside produced content and behind-the-scenes material.

Results & Evidence

MetricValueResult type
media placements20 plus media placements in major LGBTQ+ and lifestyle publicationsperformance
social media engagement increaseA 40 percent increase in social media engagementperformance

Why Goho PR, Marketing & Events's strategy worked

  1. 1

    Selecting influencers for genuine alignment with an event's ethos rather than for reach is credited here with organic engagement and ticket sales, which suggests fit does commercial work that borrowed audience alone does not.

  2. 2

    Running press outreach and social curation on the same narrative appears to compound them, because the behind-the-scenes and user-generated material gives arriving readers something to land on once a feature sends them looking.

  3. 3

    Pitching an event's cultural position rather than its programme reads as the route into mainstream titles here, since the coverage links span an LGBTQ+ title, a regional news site and a national lifestyle outlet.

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