Crossroads in the Vines Country Music Festival 2018

Crossroads in the Vines Country Music Festival 2018

Large Regional media coverage

Over print, radio & television

Work with stakeholders

Including artist managers, publicists, event coordinators & social media managers

Raise awareness of the event

To country & non-country music fans

Campaign timelining

Create a calendar of key announcements

Objectives

  • Raise the profile of the event and destination with the target audience
  • Position the event as the premium one-day country music festival in Australia
  • Raise awareness of the event to non-country music fans but music lovers in general by highlighting the diversity of country music genres on offer
  • Gain metropolitan and regional media coverage for the 2018 Crossroads in the vines country festival
  • Build on Roche Estate‚Äôs reputation for delivering unforgettable events

Our Strategy

Results

  • Secured metropolitan media coverage for the 2018 Crossroads in the Vines throughout the campaign. Highlights include: TODAY Show, Weekend TODAY, The Music, The Daily Telegraph, Newcastle Herald, KIX Country Radio, 2SER, CBAA, 2RRR, Noise11, PowerFM, Country Music Capital News, Country Update
  • Regional coverage included Cessnock Advocate, Northern Daily Leader, Muswellbrook Chronicle, Scone Advocate, 2SM, 92.9FM, The Macarthur Chronicle, Maitland Mercury, Singleton Argus, Central Coast Advocate
  • Established a range of giveaways with key radio outlets and partnered with The Mullet Festival, that was gaining serious media traction throughout February and March to leverage its popularity
  • Invited key music writers/bloggers and content creators to the Festival. Engaged with media regularly, pitching stories and sending invitations to attend Festival. Managed 5 x media on-the-ground.
  • Invited key country music industry representatives to experience the Festival
  • Showcased the diverse range of talent, and premium food and wine on offer through regular media engagement and media releases
  • Liaised regularly with artists, artist managers and The Artist Network to arm artists with promotional material for distribution on their own channels and coordinate media interviews