Since its first event in 2012, the Festival has become a much loved event for locals and a destination weekend for visitors who enjoy great beer, great food and an unbeatable atmosphere.

In 2025, Walsh and Beck were engaged to develop a comprehensive Marketing and Communications Strategy for the Festival, along with the rollout of the 2025 campaign. Focused on refreshing the brand experience and energising existing and new audiences, our work covered creative campaign development, photography and videography, social media content and management, as well as a refreshed website to bring it all to life.

Working closely with the OUSA team, we developed a clear set of campaign messages designed to build excitement, highlight new elements and address market fatigue. These messages were supported by engaging creative assets that were rolled out across digital platforms and wider campaign channels.

The campaign centered on three core objectives; to expand attendance by reaching regional and international audiences, to maintain strong support from local attendees, and to re-engage the market through fresh, dynamic content.

Through a collaborative and audience-focused approach, the 2025 campaign strengthened the Festival’s profile and set the foundation for continued growth in the years ahead.