Untitled Group launches 2025 Beyond The Valley marketing campaign
Now in its tenth year, Untitled Group has officially launched Beyond The Valley’s 2025 marketing campaign, positioning the music festival as “The Great Escape” from an increasingly grey and repetitive world.
Every year, the music festival — which is one of the last remaining in Australia — welcomes tens of thousands of music lovers to Buranah Plains, Victoria, for four days over New Year’s. Unlike many of its peers, Untitled Group has succeeded despite Australia’s live music crisis, with last year’s festival hosting 35,000 attendees.
Taking a similar approach to last year’s “Experience Life in Technicolour”, Untitled Group has kicked off the 2025 campaign with inspiration from movie and TV pop culture like “Severance” and “Groundhog Day”, painting a familiar modern scene — cubicles, routine, and “corporate monotony”.
But among the fluorescent lights and spreadsheets, it positions Beyond The Valley as a way out, a hidden escape, or a ticket to freedom.
Steph Mrmacoski, senior marketing manager at Untitled Group, told Mumbrella the 2025 iteration shares similarities in strategy to previous years.
“That’s in the way that we’ve latched onto those references within popular culture, it’s the storytelling aspect of what festivals offer to us,” she said.
“Last year was really about expressing the colour and vibrancy festivals bring to our lives, and this year, yes it’s very different visually, but it’s got a similar meaning, it talks about the power of music festivals.”
The core theme — “The Great Escape” — sets the tone for the next few months, she said: “It’s something that you don’t really see that much in festival campaigns, like tapping into the deeper meaning. And we’re really passionate about the benefits of music festivals and starting the campaign with a really strong message, it sets the tone.”
2025 marks the festival’s tenth anniversary, which the launch campaign also subtly nods to. It playfully showcases some “throwbacks” and different moments to celebrate. Mrmacoski said it’s “definitely at the forefront” of the marketing, and from initial audience reactions, it’s something they’re happy to celebrate.
Brand activations at the festival will further the “escapism” positioning, according to Mrmacoski, because “the offerings will provide those opportunities for expression and freedom that is linked to the brand”.
This will include the multi-purpose “Living Room” which will host podcast programming by The Daily Aus, as well as the TAC’s chill out zone “Vanessa’s Place”, and Vodafone’s “Palms Pool House”.
Untitled Group has taken the launch one step further this year, bringing the digital to the physical with a scavenger hunt across Melbourne.
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Lauren McNamara is the associate editor at Mumbrella, covering the agency beat. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS.
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