Following our inaugural year as merch partners for the Noosa Festival of Surfing in 2023, we were excited to rejoin the festival in its 33rd year with an elevated approach to activating their official merchandise. With attendees from all over the world, the festival required a vibrant collection that captured the essence of both the surf community and the unique vibe of Noosa. Our goal was to create a merch range that resonated with long-time attendees and newcomers alike, reflecting the diverse festival experience - while creating unprecedented buzz.
Our strategy was to design a collection that honoured the deep roots of the longboarding community while also incorporating fresh, contemporary designs to engage the wide-ranging festival audience. The range included updated classics, such as the fan-favourite surfer tee featuring Matt Cuddihy, along with new collaborations like the artist edition from local Indigenous talent Jandamarra Cadd. To generate pre-event buzz, we collaborated with Down the Line Productions to create a stunning campaign shoot at First Point Noosa, which not only captured the heart of the festival but also delivered record engagement and reach on social media.
Our goal was to capture the energy and diversity of the festival while building buzz around the merch line.
The vibrant, accessible collection appealed to surfers of all ages and backgrounds, ensuring every festival attendee could find something they loved in the range. The strength of the designs, backed up by a strong content campaign, ensured anticipation was building strongly leading into the festival, setting the stage for a record year.
To further elevate the merch collection, we hosted an unforgettable merch launch party with a live screenprinting activation. Guests had the opportunity to customize blank tees by selecting their preferred designs and colors from the official collection, turning the experience into a creative celebration of surf culture and a chance to create limited-edition garments. This unique approach created massive hype around the collection, driving sales and engagement throughout the festival. The launch party’s energy and interactive format became a talking point that carried through the entire festival.
The official merch range sold out 100%, with festival attendees complimenting the designs, quality, and the interactive merch experience. The campaign shoot delivered record social media reach and engagement for the Noosa Festival of Surfing, building excitement well before the event. The merch launch party created an unforgettable experience, boosting demand and cementing the range as a must-have for festival-goers.
Noosa Vibe House’s Apparel Boost service helped the Noosa Festival of Surfing elevate their merch to new heights, blending creative designs with a highly engaging launch event. The unique approach not only drove sales but also connected deeply with the local surf and creative communities, ensuring the festival's merch became a memorable part of the overall experience.
Our strategy combined surf culture, creativity, and community, helping the Noosa Festival of Surfing create a merch range that stood out and connected with their audience.
The success of this project underscores the power of combining thoughtful design with strategic execution, ensuring both immediate results and long-term brand loyalty. We look forward to seeing what new heights we can reach in future years!
