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Case study · Music

Llangollen International Musical Eisteddfod

A whole summer of concerts, and several sold-out nights.

International music festival · Llangollen, North Wales · 2024 and 2026

Aerial view of the Llangollen Pavilion and the festival field in summer
Festivals
2024 + 2026
2024 crowds
38,000+
Sold-out nights
Several
MusicInternational music festival · Llangollen, North Wales2024 and 2026Case studyThe Social Target

The work

Every July, the Llangollen International Musical Eisteddfod brings choirs and dancers from around the world to a small town in North Wales. Around it sits a summer of big concerts in a Pavilion that holds thousands, and every night has to sell.

In 2024 we sold all of it. The headline run brought Bryan Adams, Simple Minds, Manic Street Preachers with Suede, Kaiser Chiefs, Nile Rodgers & CHIC and Madness. Eisteddfod week ran from Tom Jones on the opening night to Gregory Porter and Katherine Jenkins. Several performances sold out, and the press counted more than 38,000 people at the 11 headline concerts.

We were on site for the festival too, filming and making content as it happened, so it had fresh footage while the music was still playing.

They worked with someone else in 2025. For 2026 they came back to us: a headline run with David Gray, Rick Astley, Billy Ocean, Deacon Blue and Tom Grennan, then a week with Karl Jenkins’ One World, Emeli Sandé and Michael Ball. Again, several performances sold out.

The approach

How the growth actually happened.

  1. 01

    General sale

    Campaigns for the headline gigs in the Pavilion, sold to fans across the UK.

  2. 02

    Eisteddfod week

    Campaigns for the festival’s own evening concerts.

  3. 03

    On site

    Filming and content during the festival, posted while it was happening.

  4. 04

    Back for 2026

    Two festivals: 2024, then again in 2026.

More work

Three more to chew on.

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The Social Target · Limited · Est. 2017 · London