Beyond The Valley festival, presented by Untitled Group and triple j and supported by Visit Victoria, will be rocking into the New Year at Victoria’s Barunah Plains with new programming, returning favourites, as well as immersive activations for festivalgoers.
Brand activations and partnerships have played a key role in enhancing the attendee experience. Untitled Group’s Head of Partnerships, Dwayne Thompson, told Mediaweek this year’s campaign theme, The Great Escape, is designed to reignite wonder and joy by blending nostalgia with escapism at the festival.
“This theme informs our entire partnership approach, ensuring brands are seamlessly woven into the festival’s story rather than existing as add-ons.
“This type of exploration also leans into our partnerships with Visit Victoria, where we’re looking beyond the festival to the journey that over 7,000+ interstate travellers happily make to attend the event.”
To align with the Beyond The Valley’s 10th birthday, motifs of time and nostalgia will be embedded throughout partnership strategies and at various touchpoints to ensure “every touchpoint feels like a natural chapter in The Great Escape story”.
Dwayne Thompson on The Great Escape theme: ‘This theme informs our entire partnership approach, ensuring brands are seamlessly woven into the festival’s story rather than existing as add-ons.’
‘These relationships are the backbone of festivals’
The multi-day camping festival, from 28 December to 1 January, is set to deliver what it is calling its “biggest and most varied program with experiences” such as The Lounge Room for podcasts, conversations, and evening cinema; POOF DOOF’s Cirque Du Slay with DJs and drag icons, Vanessa’s Place for games and downtime; and The Palms Pool House to cool off.
Festival favourites such as Jack Daniel’s House Party, Red Bull Unforeseen, and Smirnoff Schmall Klub, return with bigger and bolder activations.
Thompson welcomed the return of those partnerships and said: “These relationships are the backbone of festivals and have thrived due to how collaboratively we work with our partners, ensuring every detail is considered and executed with purpose.”
He noted the Untitled Group’s strong connection with Gen Z audiences, a key demo for many brands.
“By integrating partners into moments where Gen Z is most engaged, at music events, we create activations and brand moments that feel natural and authentic, while also striving to deliver strong commercial outcomes.”
The BTV’s new brand partners include Rusty, Umbro, and Vanessa’s Place, powered by the TAC, which features a dedicated chill zone.
The Sanctuary, presented by QV Ceramides, expands its wellness offerings with activities such as meditation, massages, saunas, and cold plunges.
Meanwhile, premium guests can enjoy resort-style perks at The Valley Club, such as a private bar, beauty station, badminton court, and shaded al fresco lounging areas.
Thompson said: “[The brands have] been drawn to the festival after seeing the high level of audience engagement with past partners and are eager to be part of this national moment.
“Each brings ideas that align with Beyond The Valley’s ethos while adding something fresh and distinctive to the festival experience.”
Creating authentic brand connections at Beyond The Valley
Thompson shared that partners are involved in the creative process of developing on-site installations as early as possible to ensure that the exchange of ideas and plans for brand experiences is aligned with the festival environment and practical considerations are addressed together.
“It’s a highly collaborative approach, partners bring their brand vision, we apply the festival lens, and together we create experiences that resonate with our audience while delivering on the agreed objectives of the partnership.”
“Central to these wide-ranging immersive branded opportunities and ensuring their authenticity is “putting the experience front and centre, and brand messaging a very close second.”
“If a space doesn’t make people want to explore, dance, hang out, or recharge, it won’t land with our youth audience, no matter whose logo is on it.
“As people naturally connect with the moment and space, the brand will also emotionalise with them at the same time.”
Thompson: ‘If a space doesn’t make people want to explore, dance, hang out, or recharge, it won’t land with our youth audience, no matter whose logo is on it.’ (Beyond The Valley 2024/2025)
Embracing change and experimenting
For Thompson, when it comes to building and developing activations for the festival, constant evolution and the element of surprise have been key to ensuring audiences are at the centre of and engaged in the experience.
“Our most successful partners are those who embrace change and experiment alongside us, keeping the festival fresh, exciting, and ahead of the curve.
“Equally, every activation needs to be led by insight and designed with integration from digital to physical for maximum impact.
“At Beyond The Valley, we focus on ensuring everything has a clear purpose and communicates brand messages in a natural, organic way that resonates with our audiences and adds additional value for all.”
As partnerships with festivals continue to flourish, Thompson highlighted wellness and sustainability as the two biggest trends set to shape festival partnerships in the coming years, which the Untitled Group has already identified as priority partnerships for BTV.
“Younger audiences are looking for experiences that support their health, alongside brands that take meaningful action on environmental impact.
“The Sanctuary, presented by QV Ceramides, offers a restorative wellness program, while our sustainability initiatives focus on reducing waste, sourcing responsibly, and working with partners who share our commitment to leaving a lighter footprint.”
Top image: Dwayne Thompson