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The BBC is expanding its marketing of the Glastonbury Festival this

year, with a cross-media promotion for the music event.

The festival takes place on the weekend beginning June 23 and will be

broadcast on BBC2, BBC Choice and Radio 1.

The event will be promoted from June 10 on TV, radio and online,

including an on-air competition and a webcam broadcast from the festival

on the Radio 1 web site.

Fallon McElligott created the TV ad, which features the strapline,

’Where have all the cows gone?’ The ads show revellers in the fields at

the festival and then cuts to cows in houses watching the event on TV

and listening to it on the radio while taking a shower.

An online competition, called ’Spot the Cow’, will offer free festival

tickets to Radio 1 listeners who can spot a cow on the webcam.

The cow theme was introduced last year, but was extended across

different media this year as the core marketing hook.

Gail Nuttney, head of marketing at Radio 1, said: ’This year the theme

goes through everything, from the TV ads right down to the T-shirts.’