Underbelly at The Edinburgh Festival Fringe is one of the festival’s most iconic names, known for its unmissable venues at George Square, The Meadows, Bristo Square, and Cowgate. Every August, Underbelly draws millions of visitors from around the world, showcasing the best in comedy, circus, magic, and so much more.
Our partnership with Underbelly has delivered powerful results:
pieces of media coverage, spanning print, online and broadcast coverage with both a national and international reach
opportunities to see (OTS), generated through crafting press releases, securing interviews, placing listicles and creating feature-led content
Successfully conceptualised, coordinated and delivered two major launch events
Underbelly approached Four Marketing Agency in 2023 with a clear ambition: to enhance awareness of its role as a leading promoter at The Edinburgh Festival Fringe, while shining a spotlight on its diverse and talented programme. The task was to coordinate Underbelly’s full presence at The Edinburgh Fringe Festival, supporting both the brand and its performers.
After a successful first year, Underbelly returned in 2024 with even greater ambitions, engaging Four earlier in the year to promote the new programme and secure even greater impact across all channels.
The Four team created and delivered a bespoke strategic communications plan to elevate Underbelly’s presence in the media and promote its incredible event line up in 2023 and 2024.
Key elements across both years, included:
On-the-ground support: Provided daily coverage updates, weekend monitoring, and rapid response opportunities throughout the duration of the festival.
“We have loved working with your team - Your whole team are wonderful to work - you’re a bundle of positivity and nothing was too much.”
