MMB 2026

Marketing, PR & Communications Plan

20 to 22 August 2026 · Broken Hill NSW

20–22
Aug 2026
Broken Hill
NSW Outback
15K
Attendance
01 · About the Bash

Welcome to Mundi Mundi Bash

Mundi Mundi Bash is Australia's biggest outback music festival, held annually on the iconic Mundi Mundi Plains, just outside Broken Hill in far west NSW. Born from a love of the open road, classic Australian rock, and the unbeatable spirit of the outback, the Bash has grown into a national bucket list event that draws music lovers, caravanners, families and grey nomads from every state and territory.

In 2026 we're staging our biggest event yet, with a record 15,000 patrons heading to the plains for three days of live music, world record attempts, charity activities, dress ups, and uniquely Australian outback fun. The Bash is more than a festival, it's a road trip, a community, and a once a year destination experience for the regions that surround it.

Attendance
15,000
All time record
Social Reach
2M+
During festival time
Email List
62K
Engaged subscribers
Economic Impact
$17M
Regional spend
Mundi Mundi Bash crowd
Australia's Biggest Outback Music Festival
02 · Campaign Objectives

What We're Setting Out To Do

We're positioning Mundi Mundi Bash as Australia's biggest outback music festival. Our 2026 campaign drives ticket sales, builds national awareness, pushes the family experience message, and showcases Broken Hill and outback NSW as a premier Australian destination.

1
Position MMB as Australia's biggest outback music festival with strong national appeal across all key states.
2
Drive ticket sales and event awareness through sustained media coverage and digital advertising.
3
Highlight 2026 exclusivity as the only opportunity for a Bash experience this year.
4
Announce new initiatives like Lightfest and Bash Choir world record attempt with Adam Thompson.
5
Push the family experience message across all channels, all ages, dog friendly and uniquely outback.
6
Welcome our new MC and onboard a content creator to launch our YouTube channel with couch session interviews and music industry storytelling.
7
Promote Broken Hill and outback NSW as a must visit Australian destination.
8
Drive coverage across key verticals, travel, camping, music, lifestyle, parenting, outdoor and 4WD.
03 · Differentiators

What Makes 2026 Iconic

Six headline moments position 2026 as the most ambitious Bash to date, each engineered to drive earned media, social storytelling and ticket sales.

🎤
New activity: Bash Choir
Choir master Adam Thompson (Chocolate Starfish) leads the largest outback choir attempt, a major human interest media angle.
💡
Mundi Mundi Lightfest
Free 3 night community festival (Aug 15 to 17) with Elite Drone Shows, light installations, live music and street food.
💙
Big Blue Day
Returning fan favourite world record attempt with charity fundraising tied to the event.
🎸
Headline Music Lineup
Some of the biggest names in Australian rock headline an evolved 2026 entertainment program.
🛍️
Bound for the Bash
Iconic merch campaign, breaking sales records and extending engagement beyond the festival weekend.
📱
Roll In System Upgrade
Improving roll in system with new technologies for smoother arrival, queue management and attendee flow (TBC soon).
2026 is the only opportunity to experience a Bash event this year
Strategic positioning. Uncontested market. Once a year destination moment for outback NSW.
⭐ First time ever ⭐ 15 to 17 August 2026 · Argent Street, Broken Hill

A free community celebration
of light, music and the outback

Mundi Mundi Lightfest is a brand new, three night, free community event lighting up Broken Hill in the lead up to the Bash. Funded by Transport for NSW Open Streets Program, it brings drone shows, light installations, live local music, street food and free shuttle buses to Argent Street, opening the gates of outback hospitality to locals and visitors alike.

🚁 Drone Shows
Spectacular performances by Elite Drone Shows lighting up the outback sky.
✨ Light Installations
Immersive art and light installations along Argent Street.
🎵 Local Live Music
Showcasing local Broken Hill talent across three nights.
🌮 Street Food
Food trucks, makers' market and free shuttle buses included.
04 · Target Audience

Who We're Reaching

A carefully defined audience strategy targeting the demographics and psychographics where MMB has unmatched authority.

Core Demographics

  • Ages 30 to 70 across all Australian states
  • Caravanning and camping enthusiasts
  • Grey nomads, the fastest growing travel segment
  • Music festival regulars and outback travellers
  • Families looking for a unique destination experience
  • 4WD adventurers and road trippers
MMB audience

Psychographic Profile

Adventure driven
Experience seeking travellers who value authenticity and community connection.
Bucket list motivated
Once in a lifetime moments. Willing to travel long distances for unique events.
Outdoor and lifestyle
Engaged with outdoor and lifestyle media. Sustainability focused, supports local economies.
05 · Key Messages

Campaign Messaging Pillars

Six core messaging pillars guide all PR, advertising and content, ensuring consistent storytelling across owned, earned and paid channels.

Pillar 01
Iconic Bucket List Outback Event
Must do destination event for travellers, the caravanning and camping market, and music lovers.
Pillar 02
Australia's Biggest Outback Music Festival
Officially recognised as the country's leading outback music festival, with a record breaking 15,000 patrons in 2026.
Pillar 03
2026 Exclusivity
The only opportunity to experience a Bash event this year. Once a year destination moment.
Pillar 04
More Than Music
All ages, dog friendly, uniquely Australian destination adventure for families, grey nomads and intrepid travellers.
Pillar 05
The Ultimate Road Trip
Where the journey is just as important as the destination. Final road sealed in 2025, all weather access.
Pillar 06
Award Winning Festival
Gold winner at the 2025 NSW Tourism Awards for Major Music Festivals and Events. National recognition for excellence.
06 · PR Strategy

PR Campaign Tactics

A comprehensive PR campaign across pre event and on site phases, engineered to maximise media coverage, drive ticket sales and amplify destination positioning.

Pre Event Tactics

  • National lineup announcement for sustained media coverage
  • Lightfest and Bash Choir reveals, major news angles
  • Countdown PR campaign across all key verticals
  • Image placement from 2025 event photography
  • Sell out announcement and performer interviews
  • Visiting journalist programs in the region
  • Media accreditation call outs

On Site During Event

  • On site media centre in dedicated marquee with full facilities
  • Artist access for interviews, shoots, special pic requests
  • Media management for non attending national media
  • Proactive earned media storytelling via press releases
  • Live media crosses (radio and TV)
  • Daily image and vision releases from event teams
  • Real time news hooks and profiling angles
07 · Media Strategy

PR Media Targets

A comprehensive non exhaustive media list spanning national press, broadcast, lifestyle verticals, motoring, travel and music, ensuring multi platform saturation across key audience touchpoints.

National & Metro Print
The Australian · AFR · News Corp (Daily Telegraph, Courier Mail, Adelaide Advertiser, Herald Sun) · Nine Entertainment (SMH, The Age, Brisbane Times) · The Saturday Paper
National TV
Channel 7 Sunrise · The Today Show · The Morning Show · Today Extra · ABC News Breakfast · Sky · NITV & SBS
Family & Lifestyle
Australian Women's Weekly · Woman's Day · New Idea · Better Homes & Gardens · Kidspot · 9 Honey Mums · Holidays with Kids · Family Travel
Motoring & Outback
RM Williams Outback · 4X4 Australia · The Road Ahead (RACQ) · Open Road (NRMA) · Caravan World · Camper Trailer Australia · Time to Roam
Travel
Australian Traveller · Vacations & Travel · Where Australia · Australian Gourmet Traveller · Australian Geographic · Get Lost · Go Camping
Music
The AU Review · Rolling Stone · Music Feeds · Tone Deaf · The Music · Purple Sneakers · Noise!!
National Radio
Triple M · Nine Radio (2GB, 4BC, 3AW) · ABC Local · SCA · NOVA · ARN (WSFM, Gold FM) · Local & community outback radio
Online
News.com.au · Daily Mail Australia · The Guardian · Nine.com.au · ABC.net.au · Urban List · Broadsheet · The Senior
In Flight & International
Qantas Magazine · QantasLink Spirit · Xinhua News · NY Times · The Times London · BBC · LUXE · Jetsetter · Amex Essentials
08 · Marketing Channels

Integrated Channel Strategy

A multi channel approach engineered to convert awareness to action, coordinated messaging across owned, earned and paid platforms.

📱
Social Media
Instagram, Facebook, Facebook Group, YouTube. Organic and paid. Community driven content.
📧
Email Marketing
62K subscribers. Stage based EDMs covering lineup, tickets, packing tips and attractions.
🌐
Website & App
Mundi Mundi Bash app and responsive website. Mobile first attendee experience.
📺
Digital Advertising
Meta Ads (Facebook + Instagram) and NEW Google Ads. Awareness, conversion and retargeting.
Funnel driven advertising: Top of funnel broad audiences include past purchasers, artist followers, adventure / 4WD / caravan / camping interest, lookalike audiences. Geographic targeting saturated to event area, expanding to NSW, SA, QLD, VIC, WA.
09 · Paid Advertising

Amplified Reach Strategy

Two platform digital strategy combining Meta Ads' broad audience targeting with Google Ads' high intent search capture, engineered for ticket conversion and destination brand awareness.

MMB campaign creative
Meta Ads
Facebook + Instagram
$1,500
per week
Targeting past OMFG purchasers, artist followers, adventure enthusiasts, caravanners, lookalike audiences. Geographic overlay covers NSW, SA, QLD, VIC, WA.
Google AdsNEW 2026
Search & Display
$650
per month
High intent search capture targeting "outback festivals", "camping NSW", "music festivals 2026", "grey nomad adventures". First time deployment showing strong results.
Strategic insight: Google Ads is delivering significantly higher reach and engagement than expected, a game changer not only for ticket conversion but for building MMB and outback NSW brand awareness with new audiences.
10 · Campaign Timeline

Campaign Rollout

Marketing kicked off in October 2025 with tickets on sale. The campaign drives sustained momentum from awareness through to ticket scarcity, peaking in the August event window.

October 2025
Tickets On Sale + Campaign Kickoff
Tickets on sale. Meta Ads + Google Ads running. Lineup announcements via PR. EDM launch series begins.
November 2025
YouTube Channel + Spotify Playlist Launch
Official YouTube channel launches with couch sessions content. Official MMB 2026 Spotify playlist drops. NSW Tourism Awards Gold for Major Music Festivals and Events.
December 2025
MMB 2026 Calendar Launch
Official MMB 2026 calendar drops as a holiday season merch and brand awareness piece.
Ongoing (Oct to Sell Out)
Generic Countdown Campaigns
Continuous countdown to event campaigns running across all channels until tickets sell out.
March 2026
Early Entry 3 & 2 Days Sold Out
Early entry 3 day and 2 day passes sell out. Urgency messaging activated.
April 2026
Lightfest + Bound for the Bash Launch
Mundi Mundi Lightfest announcement. Bound for the Bash merchandise campaign launches.
May 2026
App Launch + Bash Choir Reveal
Mundi Mundi Bash app launches. Bash Choir activity announcement. 100% conversion driven campaign to sell the last 1,500 tickets remaining.
June – July 2026
Festival Info Phase
Map release. Festival guide. Tickets mail out. e Tickets delivered. Full festival info rollout via EDMs and social.
15 to 17 August 2026
Mundi Mundi Lightfest
Free 3 night community festival. Drone shows, live music, street food. Feeds directly into Bash media coverage.
20 to 22 August 2026
Mundi Mundi Bash 2026
On site media centre activated. Daily content releases. Live media crosses. Bash Choir and Big Blue Day world records.
11 · Market Context

Industry Tailwinds

Macro trends across regional tourism, grey nomad travel and destination festival evolution all align in MMB's favour.

📈
Grey Nomad Boom
Caravanning and camping +40% YoY. Average spend $150 to $300 per day. Fastest growing travel segment in Australia.
🚐
Regional Tourism Growth
Regional tourism spend +35% since 2020. Outback positioning trending strongly post COVID.
🎪
Destination Festival Era
Music + camping + activities festivals showing fastest growth. Older demographics increasingly attending.
💰
Broken Hill Economic Lift
180K annual visitors baseline. Festival events generate 3 to 5x visitor lift during event weeks.
Macro insight: Australia's grey nomad market is projected to reach 1M+ active travellers by 2027. MMB is uniquely positioned to capture this audience as a flagship destination event, anchoring outback NSW in the grey nomad imagination.
12 · DNSW × MMB

DNSW × MMB

How Mundi Mundi Bash delivers value across destination marketing, regional economic development and brand amplification for outback NSW.

Destination Positioning
Elevates Broken Hill and outback NSW as a premier adventure destination, featured in PR moments, content assets and ad creative.
Regional Economic Impact
$17M regional spend. Hotel occupancy peak. Local business uplift. Employment boost. Tax revenue contribution.
Demographic Match
Grey nomads, caravanners, 30 to 70, core DNSW audiences underserved by metro festivals. Strong strategic alignment.
Media Amplification
Co branded PR amplifies DNSW reach into 30 to 50 placements across travel, music, lifestyle and outdoor verticals nationally.
Location Awareness
Drives national awareness of Broken Hill and far west NSW as a unique outback destination, with year on year visitation lift.
Strategic Synergy
Aligned with DNSW objectives, regional growth, adventure positioning, mature demographic reach and flagship event partnerships.
13 · Current Investment

Where The Investment Goes

An overview of Outback Music Festival Group's current marketing, PR and content investment supporting Mundi Mundi Bash 2026.

📱
Meta Ads
$1,500 per week. Facebook and Instagram, connected channels. Funnel based targeting through to conversion.
🔍
Google Ads (NEW)
$650 per month. Search and Display Network. High intent capture for outback festival, camping and music search terms.
📰
PR & Media
External agency retainer. National and regional media outreach across travel, music, lifestyle and outdoor verticals.
🎬
Content Production
Photography, videography, EDMs, social graphics, web design and YouTube couch sessions production.
Outcome focus: Every dollar invested drives ticket conversion, brand awareness, destination promotion for Broken Hill and outback NSW, and amplifies the unique character of the Bash experience for a national audience.
14 · 2026 Goals

What We're Working Towards

Our 2026 campaign goals across attendance, brand awareness, media coverage and community engagement, the focus areas guiding every decision in the lead up to August.

🎟️
Ticket Sales
Sell out the 15,000 capacity event. Build a waiting list. Confirm MMB as Australia's biggest outback music festival.
📊
Brand Awareness
Grow our national footprint across social, email and search, supported by our YouTube channel and new content strategy.
📰
Media Coverage
Drive coverage across travel, music, lifestyle, parenting, outdoor, 4WD and caravanning verticals nationally.
💰
Regional Impact
Support Broken Hill's economy with festival driven accommodation, dining and retail spend across the event window.
🌟
Brand Milestones
Successfully deliver Bash Choir and Big Blue Day world record attempts. Launch Lightfest. Grow Bound for the Bash merch.
🤝
Community Engagement
Strong volunteer participation, local business involvement, Lightfest as free community value for Broken Hill locals.
15 · The Lineup

2026 Lineup

Some of the biggest names in Australian rock take the stage on the Mundi Mundi Plains. Our 2026 lineup brings together legends, fan favourites and emerging talent for three unforgettable days under the outback sky.

Mundi Mundi Bash 2026 Lineup
16 · Connect With Us

Follow The Bash

Stay connected with the Mundi Mundi Bash community across all our channels. Daily updates, behind the scenes moments, artist news, road trip stories and outback inspiration.

Plus a 62K subscriber EDM list and an active Facebook Group community bringing patrons together year round to share road trip stories, photos, tips and the unmistakable spirit of the Bash.

See you on the plains

20 to 22 August 2026 · Broken Hill NSW

MMB patrons
MMB fun
MMB community
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