The Beef Australia events are held every three years in Rockhampton Central Queensland, bringing together all facets of the beef industry in Australia.
Cox Inall was initially engaged to develop a communications strategy covering the lead up to the 2012 event, to ensure maximum exposure to and engagement with all levels of the domestic beef industry, as well as the local community and international industry leaders.
Through the implementation of this strategy, Cox Inall has successfully integrated the marketing activities across traditional and digital platforms, resulting in broader reach within the industry nationally and internationally.
In addition to developing materials and engaging traditional media, Cox Inall developed the design brief and project managed the development of the Beef Australia 2012 and 2015 websites, www.beefaustralia.com.au.
It has also produced a number of videos to showcase the event online, introduced new social media channels, and replaced costly printed newsletters with a more regular and far-reaching e-newsletter.
- Traffic levels at beefaustralia.com.au have increased to more than 90,000 page views and 18,000 unique browsers per month.
- A following of approximately 27,000 people on Facebook, 2900 people of Twitter, and close to 11,000 video views on YouTube.
- Starting from a base of zero, the Beef Australia e-newsletter now has more than 2400 recipients.