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V Festival To Return To Australia?

Written by Barnaby Smith on June 2, 2011

Still a major player on the UK festival circuit, now V Festival is set to make a return to Australia after two years away.

Virgin’s own festival last took place in 2009, missing out in 2010 when the company parted ways with promoter Michael Coopel and decided to invest more energy in sponsorship, getting on board with Splendour in the Grass and St Jerome’s Laneway. The 2009 version of V Festival featured acts such as The Killers, Snow Patrol, Madness, Elbow, Kaiser Chiefs, The Temper Trap, and Duffy.

Now, in a new interview with Marketing magazine, Amber Morris, spokesperson for Virgin Mobile, suggested that the festival may return at some point as they return to concentrating on music as a marketing tool.

“The focus for us is the live streaming,” said Morris. “It has been massively successful. Something like 100, 000 viewers went back and looked at our footage of the Laneway Festival. It’s something no one else is doing in Australia.

“Virgin Mobile has been associated with the V Festival in the UK for something like 11 years. In Canada and the United States too, festivals are definitely something that works well. So we’ve got a lot of years of experience doing this.”

Of Australia in particular she added, “It’s actually run through Virgin Management, and Virgin Mobile are the sponsor. Virgin Management is the umbrella for all of the Virgin businesses. As far as I know they are still looking in to it, it has just been a hold for a couple of years.”


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