Work / Download Festival 20th Anniversary
The Brief
DL20, Download Festival’s sold out 20th anniversary edition, went ahead in 2023. The world’s greatest rock and metal festival celebrated its epic 20 year legacy with a special four day edition, headlined by Metallica, Bring Me The Horizon and Slipknot. Our aim was to re-energise the rock Mecca and show the mainstream that rock music was alive and well, to celebrate Download’s history while also looking to the future of the festival, and to emphasise Download’s incredible community with fans from every generation. It is known to have the safest, friendliest festival crowd in the UK and appeals to teenagers, adults and families alike, and it is the ultimate example that rock continues to prevail.
What We Did
LD worked closely with Live Nation to ensure DL20 was front and centre in people’s minds, starting with a spectacular launch party at the NoMad Hotel in London with artists, media, influencers and celebrities attending to really generate a FOMO buzz and encourage people to buy tickets. LD continued to engage with media and influencers throughout the campaign, servicing several announcements and working with the media to generate as much hype as possible. This campaign helped lead to the fastest-selling Download in history, with the event selling out for the first ever time, and was a weekend that will never be forgotten by those who were there.
What we achieved
1.1 Billion
Audience Reach
£11,600,000
PR Value
3,269
Pieces of coverage
