A strategic and targeted event strategy, sponsorship engagement plan and communications and marketing program
Australian Bushmen’s Campdraft & Rodeo Association
Event Marketing & PR
Sponsorship Acquisition & Activation
On-Ground Event Support
Encourage visitation and engage with new audiences to increase propensity to attend ABCRA events.
As the country’s largest not-for-profit equine sporting organisation, the ABCRA has championed rural communities and the Australian rodeo and campdraft industry for over seven decades. While that is a legacy to be proud of, the challenge for the ABCRA is to engage new audiences to secure the longevity of its equine sporting events.
The opportunity for C7EVEN was to encourage visitation and engage with new audiences to increase propensity to attend ABCRA events that support and celebrate Australian rural lifestyles and that are built around the Campdraft and Rodeo National Finals.
A strategic and targeted event strategy, sponsorship engagement plan and communications and marketing program.
C7EVEN’s approach to working with the ABCRA centered on our collaborative approach to working. We worked as an extension of the ABCRA team, engaged deliberately with members and leveraged our strong and established relationships with local and state government, to develop an integrated strategy to deliver on ABCRA objectives.
During our strategy work, we identified a need to realign the ABCRA brand across all touchpoints, so we also undertook a brand refresh and rolled this out in the lead up to the National Final’s Series. This included across our dedicated digital advertising campaign that targeted both new and existing audiences and captured their attention at each stage of the customer journey and across our traditional advertising campaign that supported digital activity.
Our strategies were built based on responsiveness, which meant we were able to adapt quickly throughout the challenges of the COVID years and we worked closely with our network of local, state and metro media to spread the word, and share stories of the sporting prowess of the country’s most elite rodeo and campdraft athletes.
$ Sponsorship Value
A modern and reinvigorated ABCRA brand identity and logo, including a full suite of branded materials that accurately reflects the ABCRA’s heritage, where the association is now, and where it is going in the future.
Engaged with more than 65 per cent of ABCRA members/competitors through targeted National Finals event strategy and internal communications program
- Introduced new brand partners to ABCRA and secured over $100K in sponsorship
- Sold more than 6000 tickets to the event generating over $300,000 in revenue
- Reached a potential audience of 8,064,000 through PR activities
- Achieved $450,000 in cumulative advertising value equivalency through PR
- Achieved over 1,094,174 impressions and 5,361 link clicks through dedicated digital campaign.
$ Advertising Value
Get in Touch
Have a project you’d like to discuss? Simply fill in the form below and one of our team members will be in touch. If you have something more urgent then call us on 1300 C7EVEN.