Case Study

Meatstock Fires Up Toowoomba

Tags

Activations, Public Relations

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THE SITUATION

• Debuting in Sydney and Melbourne back in 2016, Meatstock is Australia’s biggest barbecue festival. Since its launch, the festival has expanded globally making its way across the Tasman to Auckland and selling licenses in Brazil, UAE and USA.
• Following a pandemic-induced two-year hiatus, Meatstock was heading to a new area, regional Queensland in 2022, setting up in one of Australia’s meat and livestock capitals—Toowoomba.
• UMM has worked with Co-Festival Director, Simon Luke for almost 20 years, with festivals such as Festival of the Sun, Boots & Beach and Blues & BBQ, and was approached by the founders, Jay Beaumont and Simon to make Meatstock’s regional debut one for the books.

THE BRIEF

• As the official Meatstock PR team, UMM was tasked with driving awareness and a renewed buzz for the brand, whilst assisting in the most important job of selling out the festival in this new regional territory.

THE STRATEGY

• Moving from city to country for this new iteration there was a significant shift in the festival’s direction, with a completely fresh demographic to tap into, as well as a slew of additional festival activities to promote.
• UMM set about championing the quirky and unique nature of the festival. Tapping into the distinctive interests and locational demographics of the rural town of Toowoomba, we knew the media’s attention would also be captured with some key festival activations, like Professional Bull Riding, Strong Man, local BBQ Pitmasters and the big country music acts of course.
• We set our focus on local and capital city media outlets (Toowoomba, Brisbane, Gold Coast), plus key national ‘What’s On’ media across online, and print, with an extra push for radio due in line with market listening data and TV due to the eye-catching spectacles.

WHAT DID WE DO

• UMM organised media tickets for over 13 media to attend the Meatstock Toowoomba Festival as well as assisting with filming and interview opportunities at the festival.
• UMM organised Studio 10 to be on the ground, coordinating entertaining coverage with local BBQ teams, the Professional Bull Riders, Weber BBQ and organisers which was broadcast throughout two live cross-over segments on morning TV.
• Whilst in Toowoomba, UMM organised on-ground radio, print and TV opportunities with 7News, Studio 10, SCA and Power FM, High Country Herald and The Toowoomba Chronicle.
• UMM wrote and distributed an announcement press release across the major event.
• UMM worked with Triple M Toowoomba to lock in radio spend and added value.
• UMM Pitched Meatstock for What’s On Media and wider festival stories.
• UMM liaised with competitive teams to gain insights and organise interviews for local press and major mastheads.

RESULTS

• For the debut event of Meatstock Toowoomba, UMM secured 75 pieces of coverage with a combined reach of 11,417,883 across online, print, social media, radio and TV.
• The festival was a sell-out event, a true success story for Meatstock’s regional debut!

TESTIMONIAL