Frasers Festival 2024

The Challenge

In 2022, we were briefed with delivering a private festival for Frasers Group to celebrate their top performing employees and brand partners from around the world. It needed to have an obstacle course, a brand village, insightful panel talks and evening entertainment…from this Frasers Festival was born.

After the success of 2022, we were now briefed to do the same but bigger and better. This time we needed to accommodate 2000 people, create a Frasers Festival app, get more brands on board and host an intimate dinner for 40 CEO’s from the world’s biggest brands the day before the festival.

The Execution

We started with the venue search, knowing we needed a larger space than 2022 and something unique with a point of difference, we landed on Cholmondeley Castle, Cheshire. With over three times the size of our plot in 2022 and a newly renovated castle to host our CEO dinner, we knew this would be the perfect space.

We spent months leading up to the event designing and creating an app for the festival where guests could register their attendance, choose their travel preferences, choose their race difficulty and access their food and drink tokens for the day.

We worked with our production team to think of new ways to show up visually, whether it be the bigger, more impressive stage structure or using new branding, creating a Hyrox style finish line for the Frasers Fearless Challenge.

We managed the end to end delivery of over 35 key partner brand activations within the festival build – over double the amount of brands we had in 2022!

Guests had insightful panel talks from Frasers Group CEO, along with CEO’s from brands such as Adidas, Creed, Hugo Boss, On and Represent. We also had special guests Eddie Hearn and Conor Benn speak along with the Founder of Under Armour, Kevin Plank.

The event ended with a fantastic line up of talent including Keyrah, Scouting for Girls, Danny Howard and Dizzee Rascal.