Crooked House
From Post-COVID Uncertainty to One of the UK’s Fastest Growing Festivals
How NinetyFive helped scale a new festival from zero to 12,500 weekend visitors in just three years
Events Management
The Challenge
Post-COVID, the UK’s night-time economy (NTE) faced severe disruptions, with festival operators struggling to regain momentum. The client, a long-standing event promoter, sought to transition from hosting smaller-scale events to launching a full-fledged festival on the UK’s busiest bank holiday weekend. Competing against industry giants like Creamfields, Reading, and Leeds Festival, they needed a strategy to break through the noise, drive ticket sales, and establish a sustainable, profitable operation.
Overcoming Barriers
- A volatile post-COVID market: The UK’s NTE had been significantly weakened by lockdowns, impacting consumer confidence and spending habits.
- Establishing a brand in a competitive space: The festival had to differentiate itself in a crowded market dominated by well-established competitors.
- Scaling ticket sales sustainably: The transition from an event promoter to a festival operator required a strategic approach to audience growth, profitability, and long-term viability.
Our Process
Strategic Oversight and Development
Ninetyfive was onboarded from the festival’s inception, bringing expertise across marketing, content, and event operations to ensure success.
Paid Media Implementation & PR Management
Leveraging targeted advertising and high-impact press coverage to drive awareness and ticket sales.
Content Consultancy and Development
Crafting a brand identity that resonated with festivalgoers, building trust, and generating excitement through engaging storytelling.
Event Operations Expertise
Supporting logistics, programming, advancing, and on-the-ground execution to ensure smooth festival delivery.
"Working with Ninteyfive has been a game-changer for our brand. Jack and his team bring a perfect blend of creativity, strategy, and execution, delivering marketing campaigns that not only capture attention but drive real results. Their deep understanding of audience engagement, content creation, and digital strategy has elevated our brand presence and significantly increased our reach."
Crooked House
With our strategic partnership, the festival rapidly evolved into one of the fastest-growing in the UK: From zero to 12,500 weekend visitors within three years. As we look ahead, NinetyFive remains committed to navigating the challenges of the night-time economy, working with multiple event partners on solving challenges and embedding a growth mindset with creative infrastructure.
Weekend Visitors in 3 Years
Average RoAS
Years of Strategic Growth
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