Overview

Country Fest Queensland is an electrifying new addition to the Australian country music calendar. Held in the heart of regional Queensland at the Dittmann Bull Pit, this two-day festival brought together country stars from both Australia and the US, delivering an unforgettable experience for fans.

Our agency was brought in to lead the end-to-end strategy, creative direction, marketing campaign, brand identity, content production, and website design to help launch and scale the festival into a must-attend event.

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Our Role

🎯 Strategy & Direction

From the outset, we partnered closely with the festival founders to define the brand pillars, audience segments, and event positioning. Our focus:

• Amplify the rugged, grassroots appeal of the outback with a modern twist.
• Differentiate Country Fest from more commercialised festivals by leaning into authenticity and country pride.
• Use headliners like Randy Houser and Shannon Noll to tap into both local and international fanbases.

We mapped out a 6-month multi-stage campaign, balancing brand awareness, hype generation, and conversion-focused ticketing pushes.

🎟 Marketing Campaign

We developed and executed a 360° marketing campaign across digital, social, out-of-home, and grassroots channels, including:

• Meta, TikTok, and YouTube ads targeting regional Queensland and interstate fans
• Artist-driven content rollout across Instagram and Facebook
• Local radio partnerships and rural roadside billboard placements
• Email marketing funnel for pre-sale access and VIP upgrades

Campaign highlights included a 2-week pre-sale blitz that moved thousands of early tickets and a high-engagement video teaser that set the tone for launch.

🎨 Branding & Visual Identity

We crafted a full visual identity that fused Americana nostalgia with Queensland’s sunburnt tones and rural grit.

Key elements included:

• A bespoke Country Fest Queensland logo
• Custom textures and fonts for a printed-poster feel
• Dynamic artist badges, directional signage, and digital assets
• Motion graphics templates for artist rollouts and sponsorship plugs

🎥 Content Creation

Our in-house video and design team produced a suite of creative content that told the story of Country Fest and its artists:

• Teaser trailers and lineup videos
• Countdown graphics and motion social tiles
• Sponsor showcases
• Branded artist cards with flag motifs and themed backdrops

We also planned a live capture strategy for the event weekend to feed future promo cycles.

🌐 Website Design & UX

We designed and developed the official Country Fest website in Webflow, ensuring it was:

• Visually immersive, showcasing the lineup with layered textures and illustrations
• Easy to navigate, with mobile-first design for fans on the go
• Ticketing-friendly, integrating seamless calls-to-action and Eventbrite sales
• Informative, with event info, camping guides, FAQs, and a sponsor-ready media kit

Results

• Sold out VIP allocations and strong GA ticket sales
• 600k+ impressions across digital advertising platforms
• 15+ local and national press features
• Thousands of email subscribers and social media followers in the first campaign cycle
• A clear brand foundation and content pipeline ready for 2026 expansion

What’s Next

With the inaugural event a roaring success, Country Fest Queensland is now primed to grow into a marquee event for regional Australia. We’re excited to continue building its legacy – from lineup strategy to year-round storytelling and on-site content.

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