The Activation Formula: What Makes Festival Brand Activations Truly Work?

Brand activations play an increasingly important role at festivals, but success is not guaranteed. This panel explores what makes a strong and meaningful brand activation, focusing on strategy, audience impact and enhancing both the brand and the festival experience. Following the Yourope Festival Awards, the Brand Activation Award nominees share insights and practical experiences from the European festival landscape. Key themes include sustainability, diversity, culture and connection, alongside practical tips, do’s and don’ts, and how activations can truly engage audiences and inspire action.