ING Party Bus was a nationwide activation created jointly with ING Bank Śląski as the Title Sponsor of ING Silesia Beats. Its premise was simple: before participants arrived at Śląski Park, the festival would come to them.
A mobile stage and event traveled across Poland, visiting 11 cities – from Rzeszów and Lublin, through Kraków, Warsaw, Łódź and Wrocław, to Katowice, Częstochowa, Opole, Poznań and Chorzów. Each stop was a several-hour, intense event that transformed urban space into a fragment of the ING Silesia Beats world.
The goal of the project was to create something more than a classic promotional campaign. ING Party Bus was meant to bring a piece of the festival to cities before ING Silesia Beats began – to give participants a taste of the music, energy, atmosphere and emotions that awaited them in Śląski Park. The mobile stage, DJ sets, artists, festival branding and crowds of participants meant that each stop became its own event, while simultaneously being part of one nationwide countdown.
A key assumption was also reaching the festival's target audience directly. That's why the main venues were university celebrations in the largest Polish cities. We collaborated with organizers of university celebrations from across Poland, which allowed ING Party Bus to appear exactly where potential future participants of ING Silesia Beats were gathering.
The concept and author of the project was Adam De Great, founder and owner of PMG Group.
Musical direction was taken by Adam De Great, Dobra Faza, ISB Friends and local artists and guests. Collaboration with ING Bank Śląski, More Than Good, RMF Maxx and GTV Partybus combined event experience, music, brand and nationwide communication into one cohesive format.
PMG GROUP'S ROLE
PMG Group was responsible for creating, producing and comprehensively executing the entire project – from the concept of the nationwide route, through coordination of individual locations, to the execution of events.
An important part of our work was collaboration with organizers of university celebrations throughout Poland and selecting locations in line with the project's assumptions and the target audience profile. Thanks to this, ING Party Bus was not a random activation appearing in consecutive cities, but a well-thought-out route through places with the greatest potential to reach future festival participants.
On our end, we also handled coordination of artists and event teams, production of individual stops and connecting offline events with digital communication. Each stop generated dynamic content – from the ING Party Bus driving through the city, through event materials, to audience reactions and energy.
EFFECT
ING Party Bus became one of the most characteristic elements of ING Silesia Beats 2026 communication and an example of how festival experience can be moved beyond its main location.
The project combined nationwide scale, music, events, branding, content and direct experience, creating a format that existed both on the streets of Polish cities and in digital communication.
Most importantly, however, the festival began for many people even before arriving at Śląski Park. The project built emotions, engaged the audience and created natural anticipation, turning ING Silesia Beats promotion into an experience that participants could become part of.
