Ariat Warwick Rodeo & Pryde’s EasiFeed Gold Cup Campdraft

BRINGING THE COUNTRY TO THE CITY

In 2024, the Ariat Warwick Rodeo & Pryde’s EasiFeed Gold Cup Campdraft set its sights on growing awareness across South East Queensland. The brief? Attract new audiences beyond the usual regional fans — reaching inner-city and coastal locals from Brisbane to the Gold Coast who crave connection, community, and a taste of the country.

LCC Group delivered an integrated campaign that combined targeted Meta Ads (Facebook and Instagram), outdoor placements across gyms, shopping centres and key commuter routes, and a Brisbane-based media activation designed to generate buzz and drive coverage.

Our strategy zeroed in on audiences who love rural culture and high-energy live events — positioning the Warwick Rodeo as the must-see experience of the season. The Brisbane activation at Victoria Parklands literally brought the country to the city — complete with live horses, cowboy hats and country spirit — sparking strong media interest and audience engagement.

OUR APPROACH

SERVICES

+ Campaign strategy

+ Key messages

+ Media relations / PR

+ Event management

+ Digital marketing

+ OOH advertising

Over six weeks, the campaign delivered 185 media mentions across print, digital, and broadcast channels — including features on Seven Network’s Weekender, 7News, WIN News, The Courier-Mail, and an eight-page spread in Warwick Today.

The result? Record attention, record attendance, and a city audience newly converted to the charm of country life.

THE OUTCOME

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+ OUR WORK

  • “Working with LCC Group through this transformational process was enjoyable and insightful - they helped us think outside our sphere in terms of how we communicate our core purpose and our strategic direction to our various stakeholders. When we presented the final strategic frameworks to our Boards, they were very well received.”

    – Daragh Murphy, CEO

  • “Our team is genuinely thrilled with how this project came together with LCC Group, very much thanks to the effort and creativity LCC’s senior team brought. It’s been an absolute pleasure working with them throughout the project - we're looking forward to rolling out all the initiatives!”

    – Marc Thompson, Marketing Manager