Marketing takeaways from Splendour in the Grass 2023
Celebrating its 21st year, Live Nation’s annual Splendour in the Grass festival hosted a number of brand activations for punters to enjoy, but it had to be done with the right strategy.
Returning sponsors Red Bull, Smirnoff, Rimmel, Byron Bay Brewery and Platypus, among many others, took to the festival last weekend, while new sponsors Garnier, Modibodi and Casamigos joined the brand line-up.
Splendour in the Grass 2023 saw sunshine and rainbows
Although this article mentions the target audience is 18-25 there were a significant number of people outside that age bracket.
For example there were hundreds of ‘rave grannies’ as I a younger punter called me. Meaning we the older generation (us greying folks) love what Splendour has to offer too. We are there because we love Aussie music, we love live music, we listen to Triple J. The 4 stages offered not only the younger people options, but we too loved those opportunities to dance at the World stage, watch the ceremonies of our First Nations people, mixup tent acts killing it, J.W.McC tent acts were big draw cards & packed the tent every time. Then to enjoy the acts from the amphitheatre stage. Moreover, the laughter ? in the comedy tent was contagious. The information was great in the science tent. Also being able to participate in Dr Carl’s several sessions was a big draw card.
I’ve done several Splendours but this one I was there with my grown up kids which was different to Splendour with them as primary school age, which is also a fabulous experience with little splendour ? As a parent we know we can guarantee our kids no matter what age will have a great time & the site is safe. I believe it’s important to share Splendour with our younger kids so they know how to do festivals when they go with their mates.
As the article suggests there was so much to do for all ages and we the older generations have long affectionate history with attending Splendour and will continue to attend.
Personally, I wasn’t there for the ‘headliners’’, I was there for the others and the whole Splendour experience.
I was impressed by and witnessed the vision of this year’s Splendour when interacting with the staff, vendors, security & toilet fairies – “we want you to have a safe, happy, fun Splendour”
Thanks to all involved. Brilliant work!
Deb