Small Town Big Sound was built by Bolster Group as a road tour with a purpose, reaffirming Vanessa’s ‘pre-think before pre-drinks’ message to young drivers across regional Victoria.
The Vanessa crew will be at every Small Town Big Sound gig, doing free breath tests and encouraging everyone to plan a safe trip home.
Additionally, Small Town Big Sound will visit a local secondary school in each region, hosting music-focussed workshops that will give students the opportunity to learn from participating artists.
Bolster led the creative/digital rollout and talent curation of Small Town Big Sound, and will bring the event to life through its experiential/commercial rights agency Aeroplane.
It’s the latest instalment of Bolster’s long standing partnership with the TAC’s Vanessa program, which aims to arm young people with the tools to make safe road decisions. Other Vanessa campaigns built by Bolster include Vanessenger, a custom bot designed to deliver road safety messaging through Facebook Messenger; and Going The Distance, an iso content series featuring artists such as Alex Dyson, Cub Sport, and Alex Lahey.
Says Meg Jacobs, Senior Manager, Engagement from TAC said, “Vanessa is committed to arming young people with the tools to make safe road decisions, and to embrace a culture of looking out for our mates.”
“Partnering with Bolster on the Small Town Big Sound tour allows us to engage directly with younger people in regional Victoria and, most importantly, help everyone make good choices and get home from each gig safely.”
This is the first major campaign for Bolster Group since the consolidation of Bolster, content platform LNWY.co, and Aeroplane under the one group.
James Clarke, Bolster Group’s Managing Director said, “we are super excited to launch this new regional tour with the TAC’s Vanessa program to provide an experience to those who have limited access, and are some of the most at risk groups on Victorian roads.”
“Music has been the through-line of our long-standing partnership with the TAC and we can’t wait to get on the road and bring this show to life.”
Credits
Agency: Bolster
Managing Director: James Clarke
Art Director: Niko Pirounakis
Project Manager: Hannah Tobin
Illustrator: Cassie Stevens
Partnerships Manager: Coryn Jones
Digital Campaign Manager: Kate Willis
Social Media Manager: Bec Anderson
Programming: Jack Parsons
