Destination Byron calls for agencies to partner on development of new winter festival
Destination Byron has issued a call for creative, branding and marketing agencies across Australia to express interest in partnering on the development of Byron Fest 2027, a new winter festival showcasing Byron Bay’s arts, culture, food, wellness, sustainability and entrepreneurial spirit. Expressions of interest close 14 August 2026.
Unlike many destination organisations, Byron Shire has no dedicated destination marketing or management budget. Destination Byron, an industry-led volunteer organisation, has secured funding through the NSW Office of the 24-Hour Economy Commissioner and Night-Time Economy initiatives to establish the festival and drive visitation, overnight stays and economic activity during winter.
The organisation is seeking an agency partner to help build a festival brand rooted in Byron Shire’s true brand essence. Given the limited project budget, agencies willing to contribute part of their services on a pro bono or reduced-fee basis are strongly encouraged to apply.
Says a Destination Byron spokesperson: “This is an opportunity to help create something enduring for one of Australia’s most recognised destinations. We know the budget won’t attract a traditional commercial pitch process. Instead, we’re looking for an agency that sees value in contributing to a project with genuine community impact, strong tourism potential and significant opportunities for creative recognition. Byron has a small population of 35,000 people, meaning the local Council’s budget is stretched and does not extend to destination marketing, but with two million visitors a year there’s an opportunity to promote Byron so that tourism has a positive, regenerative impact in the local community.”
The selected agency will work with Destination Byron and the festival’s event team to develop the foundational Byron Fest brand and creative platform. Key deliverables include a festival logo, brand positioning, creative platform and campaign direction, social media assets and templates, and an industry toolkit to promote the festival via owned channels.
Byron Fest is envisioned as a multi-week winter celebration strengthening the region’s night-time economy and positioning Byron Bay as Australia’s leading regional winter lifestyle festival, with programming spanning five core pillars: Arts & Culture, Food & Beverage, Sustainability, Wellness and Entrepreneurship.
Destination Byron is particularly keen to hear from agencies with experience in destination marketing, tourism, events, cultural festivals, place branding or purpose-driven projects, and is open to partnerships combining agency expertise with emerging creative talent and specialist collaborators. Shortlisted agencies will be invited to the formal proposal stage; EOIs should include an agency overview, relevant experience, team structure, examples of similar work, and a brief outline of the proposed strategic approach.
EOI Details
Organisation: Destination Byron
Project: Byron Fest 2027 Brand, Marketing & Communications Partnership
EOI Deadline: 14 August 2026
Contract Period: September 2026 to July 2027
Project Budget: Limited funding available; agencies willing to consider partial pro bono support are encouraged to apply.
For further information or to request the full brief, visit destinationbyron.com.au/byron-fest-2027.
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