Mustard

Mustard (formerly Mustard Media) is a growth partner for experience brands, combining commercial strategy, audience intelligence, and performance marketing to grow ticket sales, bookings, and revenue.

Founded in 2013, with teams in Manchester and London, we work with festivals, sports teams, visitor attractions, hospitality venues, destinations, and touring experiences.

An unsold ticket or an empty table is an opportunity that expires. As event creators and operators ourselves, we understand the pressure of filling capacity against a deadline. We help clients understand demand, plan investment, and make informed decisions throughout the sales cycle.

Our Growth Partnerships connect brand and audience strategy with commercial planning. Our Performance & Intelligence services cover paid social, paid search, email marketing, performance creative, forecasting, and measurement.

We start with how people decide to book: what motivates them, who influences the decision, and when they are ready to commit. Booker Intelligence informs our campaigns, while Experience Economics connects marketing decisions to capacity, costs, and revenue targets. Creative Intelligence reporting helps identify which creative works and where to invest next.

Our clients include Reading & Leeds, Aston Villa Women, Bongo's Bingo, Hideout Festival, and Visit Liverpool. Results include 23% growth in match-day sales for Aston Villa Women across a full season and 120,000 first-season attendees at Chelsea Winter Village. Our work with Reading & Leeds won Greatest Performance at the UK TikTok Ad Awards 2025.

We work alongside in-house teams to launch new experiences, reach new audiences, and scale established brands. The focus is on making booking revenue more predictable, with clear targets and evidence to guide decisions.

If you are planning a launch, expanding into new markets, or looking to grow an established experience, talk to us about your commercial goals.

We bring people in.