Tamworth Country Music Festival pushes ahead with Macca’s as major partner
The annual Toyota Tamworth Country Music Festival will go ahead in January 2022 for its 50th anniversary, the Tamworth Regional Council (TRC) confirmed overnight.
This will be regardless of restrictions that may still be in place come January 14.
The event’s 2021 cancellation due to COVID was a $105 million blow to the Tamworth region.
Festival’s general manager Barry Harley acknowledged “a challenging couple of years”.
“But we have been reassured and inspired by the release of the NSW Government’s Reopening Roadmap, and we want the industry, artists, promoters, visitors, everyone to know that the Toyota Country Music Festival is on and we’re ready to celebrate,” he said.
At the same time, the TRC also confirmed that fast-food chain McDonald’s Australia, which is also celebrating its 50th anniversary, is on board as a major partner.
The partnership will include the sponsorship of The Macca’s Stage (located at the Festival Family Zone and operates from 11 am – 2pm each day) and a talent contest.
It will also showcase local farmers who supply McDonald’s, as well as local franchisees.
While being associated with a talent quest reaffirms the brand’s profile with a younger demo, the team-up also makes a statement about the festival itself.
In the past six years, the festival’s marketing has expanded to a younger 18—35 demo, although much of its budget is still aimed at “rusted-on fans” and families, stressing its safety.
It’s also sparked brand sponsorship interest from technology, insurance and banking companies.
The 50th event has the cream of country acts including Lee Kernaghan, Kasey Chambers, Troy Cassar-Daley, John Williamson, Busby Marou, Graeme Connors, d Brooke McClymont & Adam Eckersley, Felicity Urquhart & Josh Cunningham, Fanny Lumsden and Adam Brand, Travis Collins, The Bushwackers and Catherine Britt.
The festival’s five decades will be marked with an all-star lineup at the Tamworth Regional Entertainment Conference Centre on Wednesday, January 19.