Rare Spares Rockynats, one of Australia’s largest off-street car and motorbike festivals, is set to return to Rockhampton over Easter 2024, accompanied by an impactful promotional campaign aimed at driving ticket sales. The initiative, orchestrated by Murmur Group, encompasses a two-phase strategy spanning large format out-of-home and retail placements, complemented by local radio, TV, digital news assets, paid social media, and collaborations with local influencers.
Craig Sue, Murmur’s media planning and strategy director, highlighted the team‘s commitment to the project, citing their prior success with Summernats. He outlined the campaign’s data-driven approach, comprising a two-phased channel strategy.
The first phase targets a broad Queensland audience before Christmas, while the second phase narrows its focus on Rockhampton and surrounding areas, strategically building local ticket sales in the lead-up to the event.
“Our goal is to create buzz that drives excitement and attendance. By strategically phasing activity and leveraging full funnel media, we can maximise reach and engagement.” Sue explained.
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Zac Garven, tourism and events manager at Advance Rockhampton, expressed confidence in Murmur’s ability to integrate insights, creative strategy, and key learnings into a comprehensive plan, drawing from their successful collaboration with Summernats.
The campaign is slated to commence in November 2023 and run until the end of March 2024, strategically building anticipation and engagement leading up to Rockynats 04.
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