Beef2024

Beef Australia exists for the advancement of the Australian beef community and has a vision to be a world-class organisation that promotes, advances, and celebrates a sustainable beef industry.

THE BRIEF

Support the internal Beef Australia marketing team to grow local, national and international awareness of the Beef2024 program and highlights
Promote the all-new Beef TV concept to local and global audiences
Assist in management of media accreditation and lead media briefings
Support the Beef Australia Board with strategic communications as required
Organic social media coverage of the week-long event

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THE STRATEGY

Detailed audience analysis and development of tailored messaging, in line with business objectives
Development of bespoke pre-event and in-event media strategy, including planned media releases, key media briefings and liaison and identification of potential reactive media opportunities
Engagement with Beef2024 partners to support their event communications
Detailed, multi-platform social media plan
Management of the Beef2024 Media Centre

THE CONTENT

Multiple media releases in the lead-up to Beef2024, tailored to local, national and international publications and unique audiences
Management of more than 200 individual media and stakeholder enquiries and assistance sourcing stories for a pool of approximately 150 accredited media
Unprecedent rolling coverage of the event, including all cattle results, personality stories, feature articles and highlights
Dynamic social media coverage with built-for-purpose content across Facebook, Instagram and LinkedIn

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THE IMPACT

Unprecedented social media engagement and uptick in followers throughout the event
Highly engaged media cohort throughout the week with positive coverage from regional, rural, national and international press, including print, digital and broadcast, including daily news packages, live television crosses and live radio broadcasts
Diverse proactive and reactive media releases and content created throughout the week to deliver a dynamic showcase of what is one of the world’s foremost agricultural events, while working with the Beef Australia team to place rural and regional Australia on the global stage.