Tamworth Country Music Festival

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Bullet has managed all of Toyota's sponsorship properties and activities in Tamworth since 2000.

Rather than sponsor the Festival itself, Bullet's strategy with Toyota has been to 'own' its major events. This is a way of giving something back to country music fans and rural people who have supported the brand and vehicles for many years.

For two weeks every January, Bullet sets up shop in Tamworth and manages the following events for Toyota:

  • Toyota Country Theatre - a 7-day mini-festival of major concerts, free entertainment, give-aways, promotions, a purpose built 4 wheel drive track, vehicle demonstrations and displays at the Tamworth Regional Entertainment Centre. Bullet stages and manages the events and creates all the leverage, signage, collateral and promotional campaigns to ensure that the maximum number of Tamworth visitors attend 'TCT' to experience and interact with Toyota
  • Toyota Starmaker - A year-long talent quest to find emerging country music stars. The Final and Grand Final are held at 'TCT' during the Festival and Bullet manages appearances and promotions with the winner for the ensuing year to benefit Toyota and its dealers.
  • Lee Kernaghan concert. In 2007 Bullet staged and promoted a huge outdoor concert with country music superstar and Toyota ambassador Lee Kernaghan. The show attracted over 20,000 fans that dug deep and donated over $16,000 to support Aussie Helpers, a charity set up to assist farmers in trouble during the drought.
  • Toyota Cavalcade - This major event sees cars and floats parading through the centre of Tamworth on the final Saturday morning. Bullet works closely with the local council to organise vehicles and logistics for the event.

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...Bullet's strategy with Toyota has been to 'own' its major events.