Oasis Live ‘25 World Tour
Oasis Live ’25 marked one of the most anticipated reunions in modern music history, becoming a global cultural phenomenon. The tour delivered 41 stadium shows across 17 international cities, achieving 100% sell-through across all announced dates, with multiple additional shows added due to overwhelming demand. From opening night in Cardiff to the finale in São Paulo, every market sold out, drawing multi-generational audiences across the UK, Europe, North America, Asia, Australia, and South America. The tour earned widespread acclaim from Billboard, Vogue, The Guardian, NME, and dozens more, and was widely described as “the biggest rock comeback in history.”
As Global Tour Marketing Lead, I oversaw the worldwide marketing strategy driving demand, conversion, and sustained momentum throughout the on-sale and tour lifecycle. The campaign supported full-capacity stadium sales in every territory, fueled repeat nights in key markets, and maintained global engagement that extended beyond ticketing into streaming, chart performance, and cultural conversation - resulting in multiple Oasis releases simultaneously charting in the UK Top 40 during the tour. The work successfully reactivated a legacy act at global scale while capturing a new generation of fans, setting a new benchmark for international touring campaigns.
The Project:
Launch a global tease campaign hinting that the long-awaited Oasis reunion would be expanding to each global region, designed to ignite fan speculation, drive internet virality, and spark massive organic conversation ahead of the announcement of the tour dates.
What We Did:
With messages tailored to each territory (“Cuidado con lo que deseas” in LATAM and “Words come true” in Asia) and leaning into Oasis’s history of major fan speculation, we leveraged OOH to get fans buzzing globally.
Highlights:
Rolled out a high-impact global OOH tease campaign, using customized creative across key touring markets hinting at both the reunion, as well as tour stops
The campaign was extended through press, social, and OOH, with creative and messaging tailored to resonate with each market
Between September 28 and 29 ahead of North American tour announcement, mentions peaked at 6K with nearly 90K engagements
