Groovebox in The Park Festival w/ Armand Van Helden
Selling 8,000+ Tickets for One of Nottingham’s Largest Ever Dance Music Festivals
The client
Groovebox In The Park is one of Nottingham’s biggest electronic music day festivals, bringing together huge house music artists, large-scale production and thousands of music fans for a full-day outdoor festival experience at the iconic Wollaton Hall & Deer Park.
Headlined by globally recognised artists including Armand Van Helden and Hot Since 82, the 2026 edition was Groovebox’s biggest festival launch to date and one of the city’s largest daytime music events of the year.
Driven by Digital partnered with Groovebox to support the launch, scaling and paid advertising strategy behind the event, helping drive ticket demand, maximise awareness and sell out the festival weeks in advance.
8000+
Tickets Sold
9.17x
ROAS
£4.43
Average CPA
The task
Groovebox In The Park represented a major step up in scale for the Groovebox brand.
The challenge was not only selling a high-capacity outdoor festival successfully, but creating enough momentum early in the campaign to build confidence around one of the brand’s most ambitious events to date.
The team needed support with:
• Launching and scaling a large-capacity outdoor festival
• Driving strong early ticket momentum
• Managing ad spend efficiently at scale
• Creating campaigns capable of selling thousands of tickets profitably
• Standing out in a highly competitive summer festival market
• Maintaining momentum through multiple ticket phases and price increases
Because of the scale of the event, pacing, creative variation and launch strategy were all critical to success.
The Strategy
We focused heavily on generating momentum early in the campaign lifecycle through structured Meta ad campaigns and launch pacing.
This included:
• Meta ad campaign management
• Audience building and retargeting
• Launch strategy and ticket pacing
• Budget scaling and optimisation
• Campaign structure consultancy
• Creative direction and testing
The campaigns were designed to drive strong early traction while feeding Meta enough conversion data to scale efficiently as demand increased.
Creative-First Festival Campaigns
Creative played a huge role in positioning Groovebox In The Park as a must-attend summer festival experience rather than simply another house music event.
Campaigns leaned heavily into:
• Artist-focused content
• Live crowd footage and UGC
• Wollaton Hall festival visuals
• High-energy atmosphere clips
• Scarcity and sell-out messaging
• Summer festival lifestyle content
This helped create excitement, social proof and strong emotional pull throughout the launch cycle.
Scaling Towards Sell-Out
As demand accelerated, we worked closely with the team to scale budgets strategically while maintaining profitability and keeping CPA under control.
This included:
• Monitoring sales pacing daily
• Scaling high-performing campaigns aggressively
• Refreshing creative throughout launch
• Managing urgency messaging around ticket tiers
• Retargeting warm audiences and previous buyers
The result was strong momentum throughout the campaign and a sold-out festival weeks before the event date.
The result
Groovebox In The Park became one of Nottingham’s standout electronic music festivals of 2026, delivering huge demand and a sold-out crowd at Wollaton Hall.
Results included:
✅ 9.17x Return on Ad Spend (ROAS)
✅ Over 8,000 tickets sold
✅ £4.43 average Cost Per Acquisition (CPA)
✅ Sold-out festival weeks before the event
✅ One of Nottingham’s biggest daytime music events of 2026
✅ Highly profitable Meta campaigns built around strong launch pacing and creative-first strategy
Most importantly, the campaign helped establish Groovebox In The Park as a major large-scale festival brand capable of competing with nationally recognised summer music events through structured paid social strategy and event marketing consultancy.