The agency was chosen following a pitch process to help promote One Of These Days, which combines sessions put on by organisers of other big-name musical events such as Field Day and Kendal Calling.
It will work on the consumer brief until the event itself, which takes place in the historic Blackpool Winter Gardens in December.
Jamie Stockwood, co-owner of The Zeitgeist Agency, explained that the festival would take place over two days in eight spaces, with organisers hosting a space each.
He said that the emphasis was on promoting the festival’s different musical attractions while maintaining the identity of the event itself.
‘There’s no chance of this being rained off and it's at a quiet time for media too in this area. There’s nothing else like it, and as it’s a collaborative effort it will allow festival organisers to get a spike of activity in their downtime and offer safety in numbers.
‘We’re looking to build on the great press the festivals have already, but we’re also keen to get across the fact that One Of These Days has its own identity in its own right – it’s larger than the sum of its parts.’
The agency reports to promoters Richard Cassar, band manager, and Ruth Daniel, who runs un-Convention as well as production company Ear to the Ground.
It will promote the event both online and offline, with websites such as EFestivals and titles such as NME, Mixmag and The Fly targeted, before a wider narrative is developed about the festival’s place in Blackpool’s cultural offering.
Chris Pope is events co-ordinator for Marketing Blackpool, an arm of Blackpool Council.
He said: ‘Blackpool is seven years into a 15-year regeneration programme and we’re looking for more events to rebuild Blackpool and readvertise it as a family destination. We’re looking for companies to offer something that’s never been offered before and grow our cultural appeal and this is where the festival comes in. We’ve never had anything like it before.’
Among other event organisers putting on a show at the festival are the people behind Glastonbury Dance Village, SWN Festival and The Warehouse Project.