Tasked with reaching new audiences at home and abroad, the Spirit team worked with international artist Luke Jerram to promote the Llangollen International Musical Eisteddfod which took place online this year.
From call-outs for contributions for Luke’s stunning giant patchwork bridge, to remotely recording the installation for BBC Radio 4’s Front Row, Spirit developed a range of unique opportunities for national and international outlets and audiences.
This resulted in coverage in the Sydney Morning Herald, four national UK newspapers online and in print, a picture feature in First News, the UK’s largest children’s news publication and three slots on national BBC radio including a shout out from Wales’ own Cerys Matthews on BBC 6 music.
Over 100 individually handcrafted squares of fabric were submitted for Luke Jerram’s 60 metre-long artwork Bridges Not Walls, which celebrated the traditional craft of Wales and many participating nations and connected this year’s online festival with its physical roots.
The full programme, including newly commissioned work especially for this year’s online event, is available to watch on the Eisteddfod’s website