TUSK Agency has developed a positive and engaging brand for the 2012 Surfers Paradise Festival (which runs from 20 June – 15 July 2012). As the Gold Coast’s largest community festival, the free event showcases music, entertainment, arts and food and this year aims to attract upwards of 90,000 attendees.
The brand aims to assist in the repositioning of Surfers Paradise as family friendly, whilst continuing its appeal to their core youth market. The new brand has wide appeal and introduces an icon, which is symbolic of the natural and man-made characteristics of the precinct: Beach, Sun, Streets & Parks. Design elements have been developed for each characteristic and allows for the location of events and entertainment to be effectively communicated to the market.
The creative is rolling out heavily across outdoor and print mediums, with the support of online and social media, as well as a dedicated mobile app.