Subsonic Music Festival x Turba Media

Facing increasing pressure in a competitive and unpredictable festival season, Subsonic Music

Festival, held near Sydney, turned to Turba Media to drive ticket sales and optimise their

marketing approach. The objective was to combine cultural insight with performance strategy to

reach both loyal fans and new audience segments—and convert interest into action.

Like many major events in 2024, Subsonic was contending with rising costs, shifting audience

behaviours, and budget limitations. The core challenge was to stretch every marketing dollar while

enhancing the precision of outreach—not only to reach their existing fan base but to also unlock

growth from untapped audiences who aligned with the Subsonic vibe but weren’t yet on their

radar.

Turba Media activated a data-driven and culturally-informed media strategy, starting with

proprietary audience modelling based on subcultural community signals. Creative assets were

optimised using insights from niche interest groups, and media was deployed across high-

performing channels. With real-time feedback loops in place, the campaign was continuously

refined to maximise effectiveness throughout the promotional cycle.

The outcomes exceeded expectations. Subsonic achieved an impressive 5.56 Return on Ad Spend

(ROAS)—generating $5.56 in revenue for every dollar spent—and a Click-Through Rate of

4.62%, more than triple typical benchmarks. Beyond sales, the campaign delivered clearer insight

into who Subsonic’s audience is today, setting a new standard for community-led targeting, efficient

media spend, and strategic creative planning.