TRC000407 Toowoomba Carnival of Flowers - Marketing and Public Relations Management

Summary and scope

The Toowoomba Carnival of Flowers (TCOF) is held annually in Spring and attracts over 470,000 attendees. TCOF incorporates more than 20 flagship events and activations, which are hosted by Council, with a further large number of community organised events. The Carnival’s history, reputation, longevity and attendance has made the Toowoomba Region an attractive tourism destination for national and international visitors while offering great sponsorship opportunities for companies wishing to connect with people living in or visiting the Darling Downs. Each year TCOF brings an estimated spending impact of over $35M to the region over the event period. This influx of revenue to the Toowoomba economy is not only brought in by visitors and offerors who deliver the many aspects of the Carnival, but also by local residents who venture out enjoying what the city and region has to offer with relatives and friends. Tools and resources required to be developed and/or delivered: Develop a Media Promotions Strategy. Develop media buy specifications. Write and distribute media releases Multiple Brisbane based activations to provide awareness, social media presence and drive ticket sales. Attract and coordinate strategic media famils with key influencers and trendsetters to benefit event. Manage and coordinate all national, state and local media requests and correspondence. Manage and coordinate all live cross and on-site media requirements. Manage and maintain media networks and connections in target locations (Brisbane, Sunshine Coast, Gold Coast, Northern NSW, national markets) with active engagement and face to face opportunities. Provide a full briefing report on all promotional initiatives and activities completed for the event.