JULIA Creek's Dirt n Dust Festival organiser Margie Ryder said the use of social media, a 'dirty' film, and a new marketing campaign were aimed at attracting younger festival-goers who were vital to ensuring the Outback Festival continued growing.
More than 120 VIP guests celebrated the official Launch of the 18th annual festival with a "film premiere" in Townsville on Wednesday night.
She said: "The festival is stepping up its game in terms of technology, social media and marketing campaigns the new YouTube video is a comedic take on how dirty the Dirt n Dust Festival can actually get.
"We brought young blood onto the committee a few years ago and their role was to really get Dirt n Dust to the forefront of social media and the internet - something the rest of our committee had no clue about!"
She said Tourism Queensland offered to have a YouTube video filmed late last year, and organisers thought "why not get really cheeky with it?'
Young Julia Creek local Neil Batt and Dirt n Dust volunteer Sam Kimlin star in the video.
"It was exciting to be a part of the video, but something we're not going to live down," said Mr Batt, who is now referred to as 'Hollywood' in his hometown.
"We're hoping it will build traction among the younger audience, show them what a great weekend we put on in Julia Creek and encourage them to come check it out," said Mrs Ryder.
The video is available for viewing on the Dirt n Dust website, Facebook and YouTube pages.
"We would love for the video to go viral and have created some equally cheeky cards (on the website) in time for Valentine's Day that people can send to their partner, friend or boss to show them exactly what kind of dirty weekend you'd like."
Wednesday night's launch included announcements of several other exciting additions to the chock-full program, including a free concert by hot country acts Luke Dickens and Victoria Baillie, the expansion of the Australia's Best Butt circuit, and the return of the Ute Muster and highly popular bog snorkelling.
The Julia Creek Dirt n Dust Festival is from April 20-22, offering visitors three jam-packed days of fun and entertainment, including the Cannington Dirt n Dust Triathlon and Junior Triathlon, the Clean It Dirt n Dust Bullride sanctioned by PBR, the BHP Artesian Express Horse Race, an exclusive Red Claw Luncheon, novelty events and family entertainment.
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