Sponsors win big at Splendour 2019 thanks to record attendance

Splendour in the Grass 2019 generated a record attendance of 42,500 and a record number of brand partners.

The new attendance figure was the first since March when the NSW planning authority green-lighted a new cap for the North Byron Parklands site after a ten-year battle.

This year’s amount of campers hit 18,500.

According to the March planning decision, Splendour’s future attendance capacity could hit 50,000.

But that depends on certain conditions, which TMN understands includes whether the sewage system can cope.

The other major event at Parklands, Falls, this year increases from 25,000 to 35,000 per day.

Splendour 2019 also had the largest amount of returning sponsors.

They included Visa, which ran an outdoor cinema along with allowing patrons to streamline mobile payments.

Smirnoff brought back THE WILDS where the best-mixed drinks were served with big tunes.

Captain Morgan invited audiences to board ships sporting pirate headwear with the Captain delivering unexpected events.

Carlton Dry brought their beer to life with a giant inflatable keg.

Other returning brands were Strongbow, Contiki, Red Bull, Rimmel, Jacob’s Creek, TOM Organic and G.H.MUMM.

Coming on board for the first time to target the all-important 18—35 demographic were THE ICONIC, OPPO, Tinder, Bonds, Durex and Herbal Essences.

The ICONIC Laundromat, which proved a success at last year’s Falls, where patrons crawled through the jumbo washer into the music party, featuring acts as Winston Surfshirt, Friendly Fires and Alex Dyson.

According to festival promoters, “Thousands visited the Laundromat, while also taking advantage of the curated festival fashion in THE ICONIC retail store onsite.”

Dating app Tinder not only allowed patrons to set up before, during and after the event, but created the Tinder Block Party for people to meet at, and Secret Sounds created SWIPE RIGHT Song Requests, giving fans the chance to dedicate songs to new and old loves.

Contiki brought back its Tiki Karaoke Bar, Red Bull delivered a kickoff party on Thursday night, and Bonds created a life-like bedroom to showcase across refined basics and festival brights.

Rimmel offered make-up artists for patrons, Jacob’s Creek delivered wine and tunes at The Winery, G.H. MUMM had the Champagne Bar, TOM Organic offered premium organic cotton pads and tampons, while Herbal Essences had a wash and style station onsite.

Icebergs Dining Room & Bar opened up a premium dining experience with cultural curator restaurateur Maurice Terzini, supported by Visa, Smirnoff Infusions, Red Bull Organics and Hoegaarden.

The increase in crowd attendance will allow Splendour to target more diverse brands in the future.

Promoter Secret Sounds’ business director Andy Walsh told Ad News earlier this year that the Secret Sounds Connect agency works with brands to continue to have an impact past the three-day festival.

“We are seeing a wide range of major brands working with Secret Sounds Connect to create strategic brand programs to light-up human emotions and engage a massive national audience,” Walsh said.

“Tickets to Splendour in the Grass are in very high demand, but the journey for those going, and those who wish they were, last up to five months.”

Splendour research found that 81% of attendees stating that the sponsor activations made them more likely to use the brand and that a further 65% made them feel more positive toward the brand.