THE ORGANISERS of an annual arts festival are going that extra mile this year to promote the music and art extravaganza.
This year's Leek Arts Festival will, once again, mainly run through the month of May and will see local and national acts taking to the stages of a variety of venues in the market town.
This year, the organising committee have upped their promotional game by having 5,000 beer mats printed to help spread the word of the festival.
Phil Edmeades, one of the Leek Arts Festival committee members, said: "We are in the process of sending out the beer mats to all of the pubs in Leek and surrounding areas, and over the next few weeks we also hope to get them at pubs in surrounding towns.
"The idea is to give people a flavour of what is going on and also raise the profile of the festival at an early stage.
"Ian Wilson and myself, saw this idea being used for a music festival elsewhere and saw that beer mats are a bit more substantial than a flyer."
The beer mats not only have the eye-catching Leek Arts Festival logo, but also have a list of some of the acts which will be appearing at this year's Leek Arts Festival. They include Richard Digance, Mark Ratcliffe, Birmingham Conservatoire Folk Ensemble, Vic Godard and Subway Sect, Fairport Convention and The Roving Crows.
The Leek Arts Festival team will also be having the regular promotional, and more detailed, programme of events printed and distributed.
Mr Edmeades said: "We have decreased the number of events for this year's festival compared to last year.
"This is due to the financial situation of last year's festival.
"We are constantly making an effort to keep the cost down of putting the festival on while also exploring new ways to market the festival to ensure the festival continues.
"I'm not saying that the festival will stop but if we have another bad year like last year then it would make things even more difficult.
"We need people to turn out to the events – to come along and enjoy themselves.
"There will be 35,000 programmes printed next month and we also have a website and a Facebook page."
For further information about what's on at this year's event and also to book tickets, go online to www.leekartsfestival.org.