2019 Toyota Country Music Festival

2019 Toyota Country Music Festival

National Public Relations Campaign

3,129 media reports

Mentioned the Toyota Country Music Festival

Cumulative Audience

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Over 40 million

Combined Advertising Space Rate

Over $11 million

Opportunity

The Toyota Country Music Festival, Tamworth has an iconic brand. The opportunity for C7EVEN was to increase consumer awareness and interest within new markets of young families aged 25-45 years and music enthusiasts aged 18-35 years while maintaining interest with primary audience of grey nomads.

Solution

Building on the success of C7EVEN͛s 2016/17 Public Relations campaigns, the 2019 PR strategy was built around three key pillars:

Partner engagement and activation

This approach involved working closely with Festival sponsors and partners to amplify sponsor activations and create additional opportunities through TCMF platforms where appropriate and likewise work with partners to amplify TCMF Official content.

Media relations

Festival media relations included a clever combination of media relations activities, creative content development, organic posts by artists, and social media amplification.

Ambassador/advocate program

The 2018 PR strategy utilised TCMF brand Ambassadors͚͛trusted voice͛ as key spokespeople for Metropolitan media opportunities and announcements. TCMF key messages were also filtered through Ambassadors own media opportunities, social media channels and on tour.

Results

A total of 3,129 media reports mentioned the Toyota Country Music Festival and/or Tamworth or Toyota Golden Guitar Awards during the period 1 August 2018 – 6 February 2019.

This coverage has a potential cumulative audience/following of 40,912,918 and a combined Advertising Space Rate (ASR) of $11,759,100*.

The highest volume of coverage occurred on 27 January 2019, and 26 January 2019 received the highest cumulative audience.

Television news had the highest volume of coverage while newspapers reached the highest cumulative audience.

*Figures and iSentia dashboard charts do not demonstrate syndicated media, only the parent media and parent media audience/ASR.