Rockhampton’s Beef Week: The Coachella of Cows THE COACHELLA OF COWS
RPR&Co. and Galah teamed up to create Faces of Beef, a playful social media campaign and content series that captured the vibrant spirit of Rockhampton Beef Week. The world-renowned triennial symposium is the biggest event of its kind in the southern hemisphere that promotes, advances, and celebrates the $23 billion beef industry.
Delivered within a two-week timeframe, the campaign told the stories of the different faces of those attending Beef, from billionaire cattle barons and multi-generational family producers, to scientists, schoolkids, chefs, pollies and all the colourful characters in between. RPR’s Account Director Ella (who gave up beef for two months in preparation of the big dance. (see more here) employed her journalism skills to act as our intrepid ‘Galah on the Ground,’ engaging audiences with her quirky, off-the-beaten-track interviews. From the blow-ins on M’Eat Street to the bar flies at the Cattleman’s, from sampling steak sangas to hunting down the who’s who of the industry, she spent the week finding out what makes the industry tick. Backed by Nutrien Ag Solutions as a paid sponsor, the initiative used creative storytelling to craft meaningful and highly shareable content across multiple platforms.
