Sydney, Australia – Rare Spares Rockynats, an Australian off-road vehicle and motorcycle festival, has recently forged a partnership with marketing agency Murmur Group to join them for their upcoming return to Rockhampton for Easter of 2024.
For this event, the two are set to embark on a two-phase campaign targeted at increasing the event’s reach and boosting its ticket sales. This will take place through large-format out-of-home and retail placements, as well as a robust support system encompassing local radio, television, and digital news outlets.
Additionally, the said strategy leverages paid social media channels and the influence of local personalities to maximise its impact across the online landscape.
Craig Sue, media planning and strategy director at Murmur, said, “We developed a data-led strategy based on the client’s key insights reports. From this, we created a two-phased channel approach that firstly promotes the event to a wider QLD audience this side of Christmas, followed by a campaign targeting those in and around Rockhampton leading up to the event to encourage local ticket sales.”
According to Sue, the campaign presented an opportunity for Murmur’s team of passionate car and bike enthusiasts. Said endeavor was fueled by the team’s previous success at Summernats, and they were excited to attract Rockhampton locals and car enthusiasts from all over Queensland and beyond 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. Murmur’s team is committed to making Rockynats an awesome event for enthusiasts and participants alike,” he elaborated.
Meanwhile, Zac Garven, tourism and events manager at Advance Rockhampton, remarked, “Appointing Murmur was a no-brainer, as they could immediately bring their smarts from successfully working with Summernats and blend that insight, creative strategy, and key learnings into one overarching strategy, including leveraging media relationships, to drive success and additional media value for Rockynats 04.”
“Additionally, the team’s enthusiasm for off-street machines was infectious, and it is obvious this partnership will highlight the creativity that fuels success for the event,” added Garven.
Sue, on the other hand, concluded, “Rockynats is a major event on Queensland’s calendar, driving visitation and boosting local businesses, and we look forward to seeing the city of Rockhampton take centre stage as lovers of horsepower, show-cars, burnouts, and drifting come to town to attend Rockynats 04.”
The campaign is set to start in November 2023 and last until March 2024.
