Splash! Festival

Don’t sell the lineup
Sell the experience

The 25th anniversary of the Splash Festival came with a challenge. The lineup received a lot of negative feedback, and ticket sales were slower than expected.

So instead of selling artists, I shifted the focus to what people actually come for:
the experience.

The atmosphere.
The days with your friends.
The moments you remember.

At the same time, we deliberately focused on a younger audience. People who might experience their first festival at Splash!, especially after the pandemic, finally looking for something real again.