• Campaign Pairs UK Festivals With Likeminded Events From Around The World

• Participating Festivals To Help Promote and Market Their ‘Twin’

• Initiative Follows Successful VisitBritain Partnership In 2009

1^st March 2010: The Association of Independent Festivals has today launched a new initiative, AIF Twin Festivals: A Cultural Exchange, which partners the UK’s leading independent festivals with their counterparts abroad.

Based on the twin towns concept, festivals will be paired with likeminded and similarly structured festivals from countries from around the world. Participating festivals will help promote their twin’s festival locally, be encouraged to take part in artist exchanges and talent discussions to help co-ordinate bookings of international artists and stimulate conversations with local music authorities for investment.

As part of the initiative all festivals involved will be obliged to include links on their website to their twin’s site, include 'xxx is  twinned with xxx' on flyers, marketing materials and in their PR campaigns to local media, and once their own event has sold out help market their international twin through their media channels.

In addition to this each festival will ‘exchange’ a minimum of 10 pairs of tickets with their twin to be given away via competitions and promotions.

Festivals that have already been partnered under the scheme include:

Bestival, Isle Of Wight & Melt, Ferropolis, Germany

Big Session Festival, Leicester & Tønder Festival, Denmark

Field Day, London & Øya Festival, Norway

Glade Festival, Winchester & Symbiosis Gathering, California, USA

Summer Sundae Weekender, Leicester & Bergenfest, Norway

Standon Calling, Hertfordshire & Calvi On The Rocks, Corsica, France

Nozstock Festival, Herefordshire & Italia Wave Love Festival, Livorno, Italy

Eden Sessions, Cornwall & Airwaves, Reykjavík, Iceland

Said Rob Challice, AIF co-founder and director of Summer Sundae Weekender, "Independent festival organisers have often taken inspiration from other events with a similar ethos, creative vision and maverick style. Through this AIF initiative we can formally acknowledge this by "twinning" our events and hope that it leads to many creative partnerships."

This is the second year that The Association of Independent Festivals has looked to build links with non-UK festival goers and follows 2009’s successful partnership with VisitBritain.

Quotes from Participating Festival Promoters:

Stefan Lehmkuhl from Melt, Germany: "I'm enthusiastic about the idea of the cultural exchange between European festivals. Especially when it comes to independent and very individual open-air events it's going to be an exciting and creative process, as I'm convinced we're all on the same page musicwise."

Edouard Rostand, from Calvi On The Rocks, Corsica:  “It is an honour for Calvi On the Rocks to partner up with Standon Calling. We share the same values and artistic views. We are both small festivals and want to keep it innovative and open minded. This twinning will start with cross promotion on our networks this year”.

Nick Ladd from Glade Festival, Winchester: "We are really pleased to be twinned with Symbiosis in California.... the premier electronic music experience stateside. It’s what the San Francisco 60's scene has evolved into, an amazing international gathering created by people with true spirit and it reflects the Glade's commitment to cutting edge music, incredible site art, non-commercialisation and shanty vibes."

Rob Challice from Summer Sundae, Leicester: "Bergenfest is based in the city of Bergen, whilst Summer Sundae is held in the city of Leicester. Two city-based festivals known for showcasing new international talent amongst established names. The organisers, Frank Nes and Co, present their event with pride and show a high level of care for both artists and audience.”

Frank Nes, from Bergenfest, Bergen: “It is an honour for Bergenfest to partner up with Summer Sundae. It is my belief that we share the same core values, such as a strong emphasis on artistic quality and open mindedness towards genres. Over the years a few Norwegian acts have performed at Summer Sundae and I hope we can strenghten the ties in the years to come, including being able to open Norwegian festivalgoers’ eyes to Summer Sundae.”

-End-

Notes for Editors:

2009 AIF / Visit Britain Campaign

In 2009 AIF negotiated to become part of a £1.8 million marketing initiative organised by VisitBritain.  The European Value Campaign, ran across 18 key European countries, and was aimed at the 25-35 age group.

Using the slogan “See More For Less”, VisitBritain focused on the benefits offered by the weak pound and Britain’s relatively compact land area. The campaign included press advertising, direct mail, a web microsite, PR support and as part of the deal AIF members offered overseas visitors a 20% discount on festival tickets purchased through the VisitBritain site.

The inclusion of AIF in the scheme was recognition of the value of Britain’s independent festivals as cultural assets, and as an enticement to tourists who may wish to extend their stay and explore the country further.