Toyota Country Music Festival 2020 Public Relations strategy


Tamworth Country Music Festival



  • Strategy Development
  • Branding & Design
  • Digital & New Media
  • Advertising & Content Marketing
  • Event Management & Activation
  • Public Relations & Communications
  • Media Planning & Management


The Toyota Country Music Festival, Tamworth is an iconic brand. The opportunity for C7EVEN was to grow interest and propensity to attend the Festival among the new target audiences of young families, music enthusiasts and young adventurers, while maintaining interest with the primary audiences of grey nomads and ‘rusted on’ country music fans.




Potential audience reach


PR Value


C7EVEN Communications go above and beyond. The whole team is amazing and it’s reassuring for everyone involved when they are at the helm. Everyone who has contact with C7EVEN has nothing but positive feedback. Their effervescence is contagious, and they constantly exude both professionalism and energy, even in the most demanding of situations. I cannot recommend C7EVEN enough. 



Building on the success of C7EVEN’s previous Public Relation campaigns for TCMF, the 2020 Public Relations strategy was an integrated, targeted and multifaceted approach that used stories from artists about their experience with Tamworth, the Festival, Toyota Star Maker and the Golden Guitar Awards. It also leveraged relationship with the Country Music Association of Australia to tell the story of Tamworth as a nurturing and promotion opportunity for the Australian Country Music industry as-a-whole.

Our PR campaign showcased the unique and diverse range of activities and events held during the Festival through targeted content that was to be amplified across Toyota Country Music Festival’s social media platforms which sought to change the perception that country music is just for country people.

The strategy was delivered over five key phases from August 2019 – January 2020 and introduced for the first time a strong influencer campaign.


C7EVEN generated 3,724 positive individual media mentions and 5,876 syndicated media mentions of the Toyota Country Music Festival, Toyota Star Maker and Toyota Golden Guitar Awards during the period of August 2019 – January 2020.

This coverage had a potential audience reach of 35.02M and a PR value of $41.43 Million.
Given the environmental factors across Australia in January 2020, drought and bushfires, these results were extremely pleasing and helped achieve solid ticket sales, an increase in young families and music enthusiastic attendance and increase in LIVE streaming views and online engagement.

The strategy was delivered over five key phases from August 2019 – January 2020 and introduced for the first time a strong influencer campaign.

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