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.