Nutrien Classic PR Campaign
CLIENT
Nutrien Equine
SERVICES DELIVERED
- Strategy Development
- Digital & New Media
- Advertising & Content Marketing
- Event Management & Activation
- Public Relations & Communications
- Media Planning & Management
THE OPPORTUNITY
C7EVEN was engaged by Nutrien to assist with the PR implementation and media management for the 2020 Nutrien Classic in Tamworth NSW.
The Nutrien Classic (previously The Landmark Classic) is Australia’s premier annual campdraft, competition and performance horse sale.
Generating more than $7.65 million in horse sales and over $370,000 worth of prizes across 11 event categories, the Nutrien Classic has gone from strength the strength even in recent difficult rural conditions.
The goal of the PR support campaign was to maximise event awareness and profile, competition entries, and horse registrations though the generation of media outcomes and coverage in the lead-up, during and post event. While also assisting in updating The Classic Sponsorship Prospectus.
ACHIEVEMENTS
Media Coverage
229+ Media mentions via TV, radio, online and print. Over 160 individual articles created.
Livestream
575,999 total views – audience viewership in Australia and internationally spanning across 6 countries.
HIGHLIGHTS
C7EVEN’s strategy achieved in excess of 229 media mentions via TV, radio, online and print with 162 individual articles as well as 137 syndicated online articles.
The Nutrien Classic was also streamed online via Nutrien Equine and achieved 575,999 total international views spanning across 6 countries, increasing on 2019 numbers by 84,528 views.
The event itself achieved the highest ever grossing sales results with $7.65 million in horse sales and 1,166 entries across 11 different competition event categories.
OUR SOLUTION
Building on C7EVEN’s 2019 PR campaign, a three-phase strategy was developed to generate maximum event awareness and profile exposure through media outcomes and coverage.
The strategy focussed on:
Phase 1 – PRE-EVENT
This phase consisted of developing a PR strategy as well as media kits and supporting materials. Whilst also managing media announcements and updates.
Phase 2 – EVENT
This phase included the management of the media centre as well as all interviews, photos and video content required for media use. While also monitoring and managing media announcements and updates.
Phase 3 – POST-EVENT
To conclude the campaign C7EVEN generated an event wrap-up media announcement as well as reporting of the event results.
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