Murmur Group, the Australian marketing agency, is set to launch a media campaign for Rare Spares Rockynats, one of Australia's largest off-street car and motorbike festivals. The festival, which is slated to return to Rockhampton for Easter 2024, is gearing up for a promotional boost from Murmur's two-phase initiative.

The campaign, which will run from November 2023 until the end of March 2024, is set to launch across large format out-of-home and retail placements. It will be bolstered by local radio, TV, digital news assets, paid social media, and local influencers. The strategy is a clear demonstration of Murmur's multi-channel approach, aiming to maximise reach and impact.

Craig Sue, Murmur's Media Planning & Strategy Director, 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 Xmas, followed by a campaign targeting those in and around Rockhampton leading up to the event to encourage local ticket sales.'

The decision to engage Murmur Group was an easy one for Advance Rockhampton, the organisation behind the festival. Zac Garven, Tourism and Events Manager, Advance Rockhampton, said: '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. 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.'