Organisers of fruity summer festival Fruitstock grabbed a top prize at this year’s Event Awards.
PR agency DMW was awarded gold in the category for most improved experiential campaign for the two-day event held by its client Innocent Drinks.
The Event Awards panel said DMW had built on the success of the previous year, taking it to a new level in terms of attendance and entertainment.
The 2005 site in London’s Regents Park was twice the size of that used in 2004, allowing for the addition of a farmer’s market, a DJ tent and free yoga lessons and massages.
And attendance doubled to 81,000.
The VNP (Very Nice People) enclosure was also enlarged to cater for 1,700 guests, including 45 journalists.
Visitors consumed 33,000 bottles of Innocent’s signature fruity drinks, with 75,000 samples handed out over the weekend.
In addition DMW managed to keep within budget thanks to support from Arts and Business, increased income from concessions, improved commitment from traders and good rates with long-term production suppliers.
