Tramlines - a 3 day festival in Hillsborough Park in the heart of Sheffield

Working with music festival Tramlines on their 2024 show, we developed a strategy to increase social media engagement, develop an impactful newsletter campaign and significantly increase weekend and day ticket sales.

AURA Results

86,000+ content interactions

10,000,000+ social media impressions

9000+ new email subscribers

Building Engagement

  • Social media engagement was increased by 202%, with over 86,000 content interactions.

  • Tramlines benefitted from over 10 million social media impressions in just 3 months.

  • The Human League video the week after the show got an organic reach of 3.2 million on Facebook and 759.2k on Instagram - a combined reach of 3.95 million organic views.

  • The click rate on newsletters went up 71%, to a healthy CTR of 1.8 

  • By employing a new style of subject line, open rates increased to 30%, up 8% on previous newsletter campaigns

  • By teasing 2025 on sales and pushing exclusive information in newsletters, in the 90 day run up to the show, Tramlines Mailchimp subscribers rose by 29%

  • A fun OOH campaign was launched in and around the city in July 2024, with various key messages such as ‘GET ON YOUR DANCING SHOES’ to bolster presence in the city before the show.

Strategy

  • A full campaign strategy was developed and rolled out, integrating PR, audience comms, social media plans and ticket messaging.

  • Starting new relationships with impressive digital companies to increase impact of Meta and Google ads.

Data & Insights

Our specialised team used a data-led approach to monitor audience behaviour alongside the campaign, with a flexibility of messaging to benefit sales.

Working with other festivals in the industry allowed us to be able to compare and flexibly improve campaign against other industry markers.

Testimonial

“Aura provided a wide range of support for Tramlines Festival in the lead up to the event and over the show weekend - they were a brilliant resource during our busiest period. 

Aura were able to tap straight into our business to provide structure and expertise in campaign management, marketing and ticketing strategies and crisis comms support, we were definitely in very safe hands!” 

- Charlie Barton, Marketing Manager