title. CARLTON DRY Splendor in the Grass
city. Byron Bay
activation. Carlton Dy wanted to break back into the Festival scene and 'own' beer again. To align the brand strategies to the audience, we created a Carlton Dry Yard Party. Working with Secret Sounds, we positioned it right near the camping ground entry to entice everyone on their way in with our early opening hours and facing the west to capture that sweet afternoon sun.
An integrated marketing plan saw a huge social and influencer campaign running pre, during and post the festival. At the Yard Party, we designed a 'drygarita', a tequila based Carlton Dry margarita. Live bands and DJs from the activation site, live feeds from surrounding stages, an awesome backyard themed design and build saw 4 service points with a fab VIP area.
response. nailed it. 59,000 attendees, 41,650 beers sold, 4 days, 80 bands, 5 mil people reached