Play on the Plains team members Meg Marshall, Ellen Draffin, Rebecca Rae, Vicky Lowry and Kate London with Keegan Scilini from Edge FM & 2QN.
Photo by
Rebecca Flisher
Deni Play on Plains
The 2025 Deni Ute Muster marketing campaign promoted Australia’s premier rural lifestyle and music festival by driving ticket sales, growing brand awareness and attracting new audiences while maintaining its family‑friendly identity.
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Targeting younger festival‑goers and traditional country music fans, it celebrated Australian culture and the event’s unique mix of music, camping and rural experiences.
A multi‑channel strategy - across radio, TV, social media, TikTok, Spotify, PR, print and digital - was strengthened by major media partnerships and artist‑focused content featuring headline acts like Zac Brown Band, Kasey Chambers and The Wiggles.
The campaign delivered strong results, including rapid ticket sales, high interstate attendance, continued social media growth and extensive national media coverage, reinforcing the Muster’s status as one of Australia’s leading regional events and boosting tourism and community impact.
