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November 2012 – November 2013
After the recognition that there would be no Christmas lights switch-on in Penrith, Acorn Marketing sat down with Eden Arts and thought about what could be done to put Penrith on the map; something different to every other town in Cumbria to attract people to come to this lovely little town.
After experience of working in the arts marketing industry and in particular outdoor theatre and fireworks, we came up with a concept that was a fiery spectacle for Penrith that linked in with the history and traditions of the town. We took inspiration from the Up Helly Aa Festival in the Shetland islands. Using fire torches, lanterns and masks as the main elements, the Winter Droving was born. The event tells the story of the heritage of Penrith as a market town and remembers the history of farmers driving their animals through the town.
As well as the initial concept, Acorn Marketing was responsible for the marketing of the event for the initial two years. This was done on a very tight budget as the event relies on funding; however this was mainly done through PR, flyers & posters, social media, and community engagement. We also helped developed the initial brand look and feel for the event. In the first year this unknown event attracted 4,000 people; in year 2 over 7,000 people came to the event. We hope it continues to build into the future.