Beyond The Valley launches new campaign amidst tough music festival climate
Four-day New Year’s festival Beyond The Valley has launched its new marketing campaign across social media and on street posters as it enters its ninth year amidst a slew of festival collapses.
The campaign – using the theme ‘Experience Life In Technicolour’ – plays off imagery from films like Pleasantville and The Wizard of Oz, where ordinary life is presented in black and white, except those planning to camp out at Beyond The Valley, of course.
“We wanted to take a different approach to launch Beyond The Valley this year,” said Christian Serrao, cofounder of Untitled Group.
“Amid ongoing discussions surrounding the challenges festivals face globally, we aim to remind everyone of the joy and vibrancy that festivals bring to people’s lives. Our teaser video encapsulates this by portraying ordinary life as dull and monochrome, which comes to life and colour through Beyond The Valley.”
Last year, camping and festival tickets sold out in under a week and over 35,000 punters saw sets from the likes of by RÜFÜS DU SOL, Peggy Gou, Central Cee.
This year, however, the climate will be tougher with the recent collapse of big-name events like Splendour In The Grass, Groovin The Moo, Falls Festival and Dark Mofo, to name but a few.
Just this past weekend, the popular Spilt Milk festival also announced it would not be going ahead in 2024.
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Nathan Jolly is the Features Editor at Mumbrella. He joined the team in July, 2023.
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I hate this video & would rather bath in a spa bath of Piranha’s
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