BeerFest Australia

We’re a full service marketing agency in Melbourne with focus on destination specialisation and the drinks industry so BeerFest is a perfect client. It’s Australia’s oldest national beer festival and it’s not just about beer! When the crew came to us in 2018 it was with a brief to communicate just that. So here’s how we went about it.

First step: repositioning. Through a workshopping, positioning and creative process, “Beer and Everything” was born.

Secondly, we refined the brand visuals and messaging hierarchy to communicate the new positioning and other key messages, and developed a punchy advertising concept, digital designs and more. Because the goal was to convey a fun, family-friendly, vibrant and something-for-everyone feeling the visual approach utilises bright, bold key words and colourful illustrated characters in various situations, representing the diversity of the BeerFest experience and audience.

Once this branding, design and advertising work was complete our task was to publicise the festivals throughout the country. Over the years we achieved hundreds of influencer outputs and media appearances from TV news spots to culture guide listings and more, significantly increasing the reach, awareness and understanding of the festivals. We achieved both national and localised exposure for festivals in Melbourne, Canberra, Sydney, Launceston and Brisbane. Our PR strategies told the breadth of the BeerFest story – from niche craft beer angles for trade and drinks media, to what’s-on-this-weekend stories, music and entertainment angles and tales of the size and scope of the festivals.

For the purpose of answering an updated brief for a unique NYE iteration of the festival in Tasmania, we designed a refined branding and a new messaging strategy for BeerFest Launceston.

For a full service marketing agency in Melbourne like us, working with BeerFest over the years to optimise its marketing presence and performance has surely been a rewarding and fun ride. Cheers to that!