The 43rd Annual Brighton Festival saw record levels of online bookings and attendance in 2009, following an ongoing campaign with email marketing specialist Pure.

The festival, which offers more than 160 events over three weeks, is one of the country’s most important arts festivals, using the city’s landscape to present a wide range of exclusive performances and featuring a collection of premieres. An initial email was sent to over 65,000 subscribers introducing this year’s festival, followed by five specific bulletins focused on music, theatre, dance, books and outdoor events.

Promotional codes were trialled this year within the email bulletins; offering consumers discounted tickets online for the first time. Online bookings subsequently increased to 34% and accounted for over a third of all festival bookings.

A targeted email campaign sent to recipients interested in classical music, informing them of exclusive festival dates and offering discounted tickets, received a 34% open rate. The other four campaigns achieved an average of a 25% open rate and a 29% click through rate.

“Pure offers a simple and effective service, and is an invaluable part of any marketing toolkit,” said Carole Britten, Head of Marketing at Brighton Dome and Festival.

“Pure programmes are extremely user friendly and provide instant tracking information in real time, which is extremely powerful. Brighton Festival has been working with Pure for five years, and in that time our subscriber database has grown from 5,000 to over 65,000 people.”

The Brighton Festival website has seen traffic increase by 12% overall this year following the email campaigns.

“The Brighton Festival has seen excellent response results and has increased overall sales and awareness,” said Abi Clowes, Marketing Manager at Pure.

“Digital marketing is crucial for a festival looking to appeal to a wide range of visitors and Pure’s technology allowed Brighton Festival’s database to be divided into areas of interest - sending specific emails and discounts relevant to each customer.”

For more information please contact:

Abi Clowes - Marketing Manager

tel: 01273 647 886

To speak directly to the Pure team call: 0844 660 7873 or email

About Pure:

Founded in 2001, Pure360 is one of Europe’s top email marketing companies.

Recently listed as the fastest growing email service provider in Europe by GP Bullhound, the multilingual email platform PureResponse is used by 2000 marketers in over 50 countries.

Pure provides brands and agencies, regardless of size, the technology, know-how and support to run effective email marketing campaigns that have a measurable and positive impact on their business.

With a simple online interface and in-depth reporting tools, the PureResponse email platform was created by marketers for marketers to make email marketing easy.

Brighton-based Pure has a portfolio of customers that includes Innocent Drinks, LA Fitness, Rightmove, Seatwave and media giant The FT Group. The platform can also be available as a whitelabel service for agencies.

Published on: 5:17PM on 15th July 2009