F.Y.I.

The Drop Festival appoints INVNT as experiential agency

Cultural festival series The Drop Festival has announced the appointment of INVNT as its experiential agency in a three-year global deal.

The announcement:

INVNT the global live brand storytelling agency® today announces its appointment as the global experiential agency for The Drop Festival, a unique music festival series commencing in Australia in early 2022 that fuses local surf, skate and snow communities with live events for the ultimate cultural experience.

The account will be managed by INVNT APAC based in Sydney and supported by other INVNT offices around the world, with a broad remit encompassing branding, event production and management, sponsorship activations, content creation and digital marketing.

Laura Roberts, Managing Director, INVNT APAC comments: “The Drop Festival is all about culture and connection. We’re thrilled to be to bring our significant expertise in creating memorable moments that matter to The Drop Festival here in Australia before taking it to the world. To be a part of redefining the culture within the world’s leading board sports, and what that means to the next generation, is unique. We’re poised and ready to maximise this extraordinary post-COVID opportunity with The Drop team.”

The Drop Festival Founder, Ken O’Brien, says INVNT was chosen because of its strong local capabilities and ability to build the brand on a global scale: “We have had the vision of taking The Drop Festival to the world since 2017 and we had successfully commenced that journey, however COVID-19 stopped us in our tracks.

“We believe the combined culture of surfing, snowboarding and skating needs brands that can guide and educate their audiences through experiences that support the desire of this moment in time. We have the ambition of 30 events on five continents within the next five years and it is only through our recent partnership with INVNT that I can finally see this all coming to fruition.”

The Drop Festival always takes place next to the surf, the skate park or the snowfields, enabling brands to directly connect with, and impact, the culture and lifestyle of board sports.

With core values aligned to the “ride with respect” mantra, INVNT will focus on tolerance and acceptance of other human beings, being environmentally conscious and aware – and mutual fun!

The Drop Festival will kick off in Australia in March 2022, starting in Newcastle before heading to Coolangatta, Torquay, Coffs Harbour and Cronulla between April and October 2022. A series of 2023 international dates are planned in a number of other countries including France and Portugal.

Source: INVNT media release

ADVERTISEMENT

Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.

 

SUBSCRIBE

Sign up to our free daily update to get the latest in media and marketing.