Groundwater Country Music Festival

Formerly ‘Broadbeach Country Music Festival’, this event was rebranded due to unprecedented growth. The new name and visual identity speak to its larger-than-life presence in the Australian music festival scene. Groundwater was built for longevity and has the potential to become a household name.

 In addition to the rebrand, Lou was able to attract first-time sponsors to the festival in both commercial and brand association capacities.



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.


Event partnerships

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

Drought Angels

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.