Due to the unprecedented growth of the former Broadbeach Country Music Festival, a brief was given to rebrand the festival and reflect its status of Australia's fastest growing music festival. To do this we had to have a name and visual identity that was bigger than its locality, was built for longevity and had the potential of becoming a household name. In addition, Lou was tasked with attracting sponsorship to the festival for the first time from both a commercial and brand association perspective.
Lou McGregor: Workshop Facilitation, Project Management, Brand brief, Copywriting, Sponsorship.
Mark Duckworth: Name creation.
Kiel Tillman: Branding and Design.
Brittney Bell: Marketing roll out and management of Production.
In just its first festival, the Groundwater Country Music Festival brand was truly embraced by the media, festival attendees and artists and enabled its reach to extend beyond established boundaries to millions around the world.
In addition, national brands such as P&0 Cruises, Ariat, Drought Angels and Yamaha joined the Groundwater family with great success.
In 2019 we conceptualised and launched the inaugural P&0 People’s Choice Awards giving our Groundwater fans the opportunity to vote for their favourite artist via a dedicated app during the festival. Everyone who voted went into the draw to win their place on P&0 Cruises first ever Country Cruise. The winner of the first ever P&0 People’s Choice Awards for our very own Casey Barnes.
Total competition reach: 72.6k
Despite being introduced for the first time as Groundwater’s official charity partner the response from our festival attendees to this incredible group of passionate people was second to none. Drought Angels raised $7K with just six volunteers and went on to be the charity selected by the Gold Coasts world record breaking Sand Angels attempt, sponsored by Groundwater, raising another $10K for the charity.