Case study

Rockynats – Promoting passion for cars

Every year, Rockhampton Regional Council alongside Advance Rockhampton play hosts to Queensland’s largest car and bike festival – Rare Spares Rockynats. Dentsu was selected three months before the event to revamp their Communications strategy.


The regional nature of the event and competing cultural moments – including Taylor Swift concerts in Australia – made it hard to bank on mass distribution. Event organisers We needed to rethink the way the event had been communication with media in the past instalments.

Dentsu Creative PR worked with Rockhampton Regional Council and Advance Rockhampton to facilitate a three-month PR program that generated coverage in the lead up to and during the event, with the goals of increasing brand awareness and driving ticket sales.

The campaign’s success stemmed from our ability to harness the passion of people stories and tailored media pitches instead of relying on a broader mass distribution.

On-ground support saw us facilitating live crosses and interviews, alongside tee-ing up unique case studies with local journalists. During the event, Dentsu team had to work with quick turnaround times, liaising with the VNR/photography crew in getting those assets out to media.

  • 884 total mentions (earned + social media)
  • 731 earned media stories
  • 123+ million earned media reach
  • 15 case studies interviewed
  • 20+ bespoke story angles to ensure cut through
  • 100% positive sentiment