Splendour in the Grass goes premium with new brand partnership

Josh McDonnell
By Josh McDonnell | 26 June 2018
Secret Sounds is the agency behind Splendour in the Grass

Splendour in the Grass has revealed its new brand partnership, targeting the premium festival-goer, with Australian restaurateur Matt Moran and his Sydney restaurant Chiswick.

As a result of the new initiative, developed by Secret Sounds, the popular Byron Bay-based festival has also secured its first automotive sponsor in its 17-year history, Volkswagen.

Looking to push its latest, exclusive model, the Polo Beats, created in collaboration with the popular Dr. Dre founded brand, Volkswagen will provide Chiswick at Splendour in the Grass ticket holders with the opportunity to be collected and driven to the show all weekend.

“We sought to innovate and create a new and beautiful offering for patrons to fall in love with, merging identities to create something unique and special, sat amongst the hugely significant youth culture event that is Splendour," Secret Sounds strategic partnerships director Nicole Lembke says.

"We’re so proud and grateful to partners Chiswick, Smirnoff Vodka, Organics by Red Bull and Volkswagen for collaborating with us to shape and bring this to life.”

Alcohol distributor Diageo has also used the opportunity to target consumers through a botanic bar that will feature curated cocktails, based on its portfolio of brands.

Owners of Chiswick, Solotel's group marketing manager Dan Lacaze says opportunities of this scale are extremely difficult to pull off, but for an event such as Splendour it is a great chance for brands to connect with consumers directly.

Diageo head of premise, Tom Appleton, added: "Smirnoff is delighted to be partnering with Splendour in the Grass for the 2018 event and what better way to mark our 14th year of the partnership than with the introduction of the Chiswick restaurant experience.

"This festival continues to go from strength to strength and we are thrilled to be working alongside the likes of Matt Moran and Chiswick to bring such a unique cocktail and dining experience to festival goers.”

The festival continues to be an attractive opportunity for major brands, with Visa Checkout returning as the pre-sale partner for its second year.

Tickets for this year's festival were sold out within the first-hour release, as many young Australians scrambled to nab a ticket for the event, which is being headlined this year by Grammy award-winning artist Kendrick Lamar.


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