123 years also paved the way to the solution. Now, you’d swear that we’d contrived the date (honestly we didn’t), but if you are still doubtful, here’s what Peter Koch, Artistic Director of the festival had to say: “The design agency’s attention is drawn to the unique figure of 123 years of Hanover Royals ruling Britannia from 1714 onwards. A very clever idea, I think".

Peter Koch, Artistic Director: “This is the first time we’ve advertised the 123 Best of British Music Festival so we don’t have comparative figures from previous years. However, typically we’d aim to sell 85% (seating capacity) per festival, this was our average projection for each of the dates for the 123 Festival. The number of tickets sold is always a mixture of direct mailing, publishing of festival events in the newspapers, website, etc. and although we are not able to see a certain percentage of visitors who are related to the poster, the event identity comprised of the 123 logo (which is essentially the poster in different guises) was present on all festival communications,