2018 Toyota Country Music Festival
The Toyota Country Music Festival, Tamworth has an iconic brand. The opportunity for C7EVEN was to increase consumer awareness and interest within new markets of young families aged 25-45 years and music enthusiasts aged 18-35 years while maintaining interest with primary audience of grey nomads.
Building on the success of C7EVEN͛s 2016/17 Public Relations campaigns, the 2018 PR strategy was built around three key pillars:
Partner engagement and activation
This approach involved working closely with Festival sponsors and partners to amplify sponsor activations and create additional opportunities through TCMF platforms where appropriate and likewise work with partners to amplify TCMF Official content.
Festival media relations included a clever combination of media relations activities, creative content development, organic posts by artists, and social media amplification.
The 2018 PR strategy utilised TCMF brand Ambassadors͚͛trusted voice͛ as key spokespeople for Metropolitan media opportunities and announcements. TCMF key messages were also filtered through Ambassadors own media opportunities, social media channels and on tour.
A total of 4,285 media reports mentioned the Toyota Country Music Festival and/or Tamworth or Toyota Golden Guitar Awards during the period 1 August 2017 – 6 February 2018.
This coverage has a potential cumulative audience/following of 28,926,219 and a combined Advertising Space Rate (ASR) of $9,044,053.00*.
The highest volume of coverage occurred on 28 January 2018, which also received the highest cumulative audience.
Television news had the highest volume of coverage while newspapers reached the highest cumulative audience.
*Figures and iSentia dashboard charts do not demonstrate syndicated media, only the parent media and parent media audience/ASR.