1 minute read
ENGAGEMENT
Impressions 7,972,264
Advertisement
Engagement 590,524
Post link clicks 16,661
Page likes 26,358
ROCKYNATS.COM.AU
Pageviews 412,229
Unique visitors 89,439
Avg visit length 02:15
The Event
Entrants 1,319
Cars 1,233
Bikes 86
Spectators 16,017
Market and 70 food stalls
57,176
96% of survey participants would recommenced Rockynats to others
Satisfaction
ROCKYNATS 02 ATTRACTED A TOTAL OF 52,107 ATTENDANCES ACROSS THE 3 DAYS OF THE EVENT. THE RESEARCH SUGGESTED THAT ACROSS THE ENTIRE AUDIENCE, THE AVERAGE PERSON VISITED THE EVENT ON 2.74 DAYS. THEREFORE, THE NUMBER OF UNIQUE INDIVIDUALS, WHO VISITED THE EVENT WAS 19,000 (OVER A TARGET OF 17,000).
Rockynats was responsible for generating a total direct and incremental expenditure impact of $5.46 million in Rockhampton. In terms of the Queensland economy, Rockynats was responsible for generating just under $3.1 million in direct and incremental expenditure impact.
There were more than 57,176 visitor nights generated in QLD as a result of Rockynats. Around 48% of these nights were generated in Rockhampton. This suggests that Rockynats also created a dispersal of benefits in other parts of QLD. Intrastate travellers were responsible for the majority of these nights, however it is worth noting that interstate visitors spent an average almost 13 nights in Queensland as a result of their visit to Rockynats.
In total, there was around $6.6 million spent by overnight visitors who stayed more than 40km from their normal place of residence. The majority of this spending was undertaken by intrastate visitors ($6,169,345).
Evaluation Method
Rockhampton Regional Council engaged an independent consultant, IER Pty Ltd Focused Event Thinking, specialising in research, economic and social impacts and performance measurement in the entertainment industry to prepare an economic impact analysis on the 2022 Rare Spares Rockynats Car Festival. Data was collected through online surveys.
19,000
1,319
1,233 + 52,107
Cars attendances over the course of three days and a massive social media footprint of
7,972,264
Post impressions
Who are our customers?
Ticket Holders
Our primary audience are car decision-makers
+ They’re passionate about cars
+ They’re predominantly men aged 18 - 55
+ They spend their weekends and their money on their car
+ Their friends and family might see them as the ‘car guy’ and seek car advice from them
+ They have time and the disposable income to attend Queensland’s largest car festival
+ 58% of them have put in the effort to travel to Rockhampton from out-of-town
Entrants
Our brand heroes are car influencers
+ Cars are their life
+ They are highly engaged in the festival and participate throughout the weekend in multiple activities and competitions
+ They are brand leaders, people follow their example
+ They spend a large amount of their disposable income on their cars, car parts, and merchandise
+ They're members of their local car or bike club
