Tamworth Country Music Festival – 2023

To gain positive regional, state and national media coverage, increase awareness and propensity for people to attend the Tamworth Country Music Festival and raise the profile of the event and the Tamworth region, as well as build momentum and excitement for the Toyota Star Maker and 2023 Golden Guitar Awards.

Tamworth Regional Council

Local Government

Services Delivered
Public Relations and Strategic Communications
Media Relations and Management
Digital Influencer Engagement and Management
Event Management
Editorial and Copywriting
Digital Marketing Campaigns

To promote and publicise Australia’s largest country music celebration – the 51st Tamworth Country Music Festival

The Opportunity

To promote and publicise Australia’s largest country music celebration – the 51st Tamworth Country Music Festival, by showcasing the artists, the fans, the city, the region and the key events that make this Festival one of the most unique live music experiences. And to highlight the significance of this event to Australia’s country music industry.

Held annually in Tamworth, NSW, Tamworth Regional Council has engaged C7EVEN to oversee and execute a public relations strategy and manage media coverage of the Tamworth Country Music Festival each year from 2017-2023.

Our Solution

C7EVEN’s approach centred on our collaborative approach to work and commenced with the development of overarching strategy delivered via a four-staged approach.

For digital marketing, we leveraged the key messages and content developed for the PR campaign and built a targeted program focussing on the drive market across top of funnel prospecting and bottom of funnel retargeting.

To support our PR and digital activity, we collaborated with key influencers Cam Merchant, Holly Kingston & Jimmy Nicholson and, Travel Tales to showcase their experience of the Toyota Country Music Festival to their audiences and encourage them to attend.

We used a combination of compelling media pitches, media releases and creative content to secure regional, state and national media coverage and a range of digital assets both static feed posts and stories, MREC, Leaderboards, videos and bumper ads to reach our key audiences in a bid to encourage a roadtrip to Tamworth.
For our influencer campaign we developed individual itineraries and access arrangements to leverage their online influence.

Campaign Achievements

Total Reach

Media Mentions

Digital Campaign Impressions


Television Coverage
Television coverage on national breakfast news program and major TV news outlets

Print Coverage
Print and online coverage in major national newspapers

Radio Coverage
Coverage in national radio programs

Advertising Value
$5.5M advertising value equivalent

Return on Investment
9,762% ROI

164M Overall Reach
With just under two million reach achieved through digital influencers

Media Mentions
13K media mentions

Digital Campaign Impressions

Digital Campaign Clicks

Digital Campaign Conversion Rate

Campaign Achievements

Digital Campaign Clicks

Digital Campaign Conversion Rate

$5.5M advertising value equivalent

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.