Byron Bay Brewery wanted to launch their brand across the Secret Sounds portfolio of festivals to build awareness, trial and credibility within the world of music.

In the lead up to the festivals, we partnered with artists to build the brand’s credentials using their channels to maximise reach, with a focus on bands that reflected the brands’ creative, coastal culture. This was supported by a paid media campaign that extended the reach of the partnership to build awareness with the key target audience.

We brought a quintessentially Byron-esque Bar to Splendour and Falls, with white weatherboards, nods to surf culture, and Pandamus palms scattered throughout. To build on this, we created a true Aussie festival pub feel to the experience, complete with a ‘meat raffle’ style competition to drive data capture on-ground. The lineup was the pinnacle of the experience, curated with high-energy, rapidly rising Australian bands and DJs, designed to draw crowds to the branded stage.

The result was a huge success, establishing the stage as a destination in its own right, and giving Byron Bay Brewery huge credibility amongst music loving, young Australians.