Hay is an annual magnet to more than 80,000 people for its 10 days of lectures, presentations and entertainment. This year’s programme included an on-stage interview with musicologist, harpsichordist and conductor Christopher Hogwood by Hereford Cathedral’s assistant organist, Peter Dyke. The event, presented in association with the Hereford Three Choirs Festival, was a sell out.

Later the two men visited a stand organised jointly by the Three Choirs Festival, Hereford Cathedral Perpetual Trust and the Diocese of Hereford which was promoting many of its beautiful churches as visitor attractions. The joint venture - a first for all three organisations - was supported by Visit Herefordshire.

The stand was staffed throughout the literary festival by Glyn Morgan, secretary to the Perpetual Trust, and Anni Holden, Director of Communications for the diocese, and a team of volunteers. They handed out hundreds of Three Choirs Festival brochures and booking forms.

‘There was great interest in the joint stand and everything we had to offer,’ Anni said. ‘Lots of our visitors were keen to learn more about this summer's Three Choirs and we were delighted to give them the information and hope lots of them will be back for the festival.’

Box office staff reported a spike in inquiries in the days after Hay, many of them from people new to the Three Choirs. Co-operation from Hay Festival director Peter Florence also meant advertisements for the Three Choirs appeared on the big screen in Hay’s main venue and it is hoped to build on the links in future.

Other visitors to the stand included tenor James Oxley and pianist Caroline Dowdle who will perform Schubert’s song cycle ‘Winterreise' as part of the Three Choirs Festival programme.