2019 SPONSORSHIP PROSPECTUS - AUSTRALIA'S LARGEST TICKETED EVENT - Sydney Royal Easter Show
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2019 SPONSORSHIP PROSPECTUS AUSTRALIA’S LARGEST TICKETED EVENT
2019 SPONSORSHIP PROSPECTUS
SYDNEY ROYAL
EASTER SHOW
ALIGNING WITH SCHOOL HOLIDAYS The Sydney Royal Easter Show is Australia’s largest
ticketed event, attracting over 824,000* people
NATIONALLY, THE 2019 SHOW WILL each year. It is a celebration of Australian culture,
from our rural traditions to our modern day
BE HELD FROM FRIDAY 12 TO lifestyles, providing unique experiences for
everyone.
TUESDAY 23 APRIL AT SYDNEY Each year the country and city join together to
SHOWGROUND, SYDNEY OLYMPIC PARK. enjoy agricultural competitions, animal
experiences, entertainment, carnival fun, shopping
and much more.
The Show was first held in 1823 and is run by the
Royal Agricultural Society of NSW, a not-for-profit
organisation that promotes and rewards
agricultural excellence. The Sydney Royal Easter
Show allows the RAS to continue investing in
agricultural programs, scholarships and supporting
rural communities in Australia.
* Average Show attendees 2014-2018
2019 SPONSORSHIP PROSPECTUS
WHY SPONSOR
The rich heritage and sheer scale of the Show make
it a prized means of communication utilised by some
of the country’s biggest, best-known and loved
brands. Time and time again, the Show has proven
to be a highly effective consumer engagement
platform that provides connections to literally
hundreds of thousands of people. This is why many
long-term sponsors have benefited from being
involved with the Show including Coca-Cola,
Woolworths, Channel 9, News Corp Australia,
Streets Ice Cream and Dairy Farmers.
The Sydney Royal Easter Show allows sponsors to:
• Generate brand awareness
• Showcase products and services
• Connect with the community
• Engage with consumers face-to-face
• Generate immediate sales
• Data capture
SPONSORSHIP BENEFITS
Your tailored sponsorship could include the
following benefits:
• Naming rights to a precinct, pavilion or main
arena entertainment act
• Product, branding and signage placement
• Category and supply rights
• Presenting onsite activations and exhibition
space
• Promotion opportunities with exclusive
experiences for staff and customers
• Corporate hospitality and ticketing
• Direct messaging, exposure and engagement
through the Show’s digital and social platforms
with opportunities for database capture
• Big Screen and other advertising opportunities
including print and digital mediums
• Logo on Sponsor Montage
2019 SPONSORSHIP PROSPECTUS
OUR AUDIENCE
ATTENDEES GENDER ATTENDEE ORIGINS
(NUMBER OF UNIQUE INDIVIDUALS)
Total Male
Attendees
36%
Overseas
791,106 35,678
Avg. 824,000 Female
over the last 5
years
64% NSW - Regional
23%
AGE GROUPS
NSW – Metro
75%
42%
9% 21%
8% 20%
KEY CUSTOMERS SEGMENTS
16-24 25-34 35-49 50-59 60+ Parents with
pre-school children
HOUSEHOLD INCOME 23%
$60k - $80k $80k - $100k
(8%) (9%)
$40k - $60k Parents with primary
(7%) school children
Under $40k
(9%) 19%
>$100k
(33%)
Empty Nesters
Don’t Know
Refused to Answer
(30%)
(4%)
25%
ANIMALS AND
LIVESTOCK AUSTRALIA’S
ARE THE MAIN LARGEST
REASONS PEOPLE TICKETED EVENT
COME TO THE
CELEBRATING EXCELLENCE IN
SHOW
AGRICULTURE SINCE 1822
Source – IER Attendee Research 2018
2019 SPONSORSHIP PROSPECTUS
OVERALL ENJOYMENT OF THE SHOW AVERAGE SPEND BY ATTENDEES
THE SHOW
RECEIVED
Spend Per Group Spend Per Person
Very enjoyable Quite enjoyable $40 MILLION WORTH
OF MEDIA
(Avg. group 3 people)
59% 61% EXPOSURE
53%
$327 $331 $335
34%
27%
21%
$117 $112 $108
2016 2017 2018 2016 2017 2018
eastershow.com.au
WHY THE SHOW MAKES PEOPLE HAPPY 21 MILLION BREAKDOWN OF SPEND
PAGE VIEWS Showbags
1. It’s a fun day & good experience 25%
2. There are a variety of things to see & do
3. It’s great for the family & people of all ages Food & Beverages 24%
4. The range of food & drink options available
Commercial Exhibitor
19%
5. The cultural history, ‘country meets city’ & Products
agri-educational aspects are appealing
Rides & Amusements 18%
Other 14%
NUMBER OF HOURS SPENT AT THE
SHOW AVERAGE: 7.6 MOTIVATIONS FOR ATTENDANCE
More than 10 hrs 23%
Primary School Pre-School Empty
Families Families Nesters
More than 8 hrs, less than 10 hrs 14%
4
To visit the variety of
3.8
exhibits in the Pavilions
4.5
More than 6 hrs, less than 8 hrs 26%
3
To sample award-winning
3.2
food and wine products
More than 4 hrs, less than 6 hrs 29% 3.7
58% OF
3.6
ATTENDEES To experience country
3.5
More than 2 hrs, less than 4 hrs 8% WILL DEFINITELY life in the city
4.1
OR ARE LIKELY
TO RETURN
It's an experience 4.3
IN 2019 I would like to 4.5
Less than 2 hrs 1% pass on to my children 3.9
Source – IER Attendee Research 2018 0 = strongly disagree 5 = strongly agree
2019 SPONSORSHIP PROSPECTUS
SPONSORSHIP
OPPORTUNITIES
Commercial Opportunities Woodchopping
Theatre Kitchen The Stables
2019 SPONSORSHIP PROSPECTUS Farmyard Nursery Animal Walk Little Hands on the Land Farm of the Future
2019 SPONSORSHIP PROSPECTUS
The Amphitheatre Entertainment
ADVANCE™ Sydney Royal Dog Show Pet Pavilion
2019 SPONSORSHIP PROSPECTUS
MESSAGE FROM THE HEAD OF COMMERCIAL
The Sydney Royal Easter Show provides the perfect environment to showcase your brand and products to
thousands of people daily. Our sponsors are integral in making memories for people of all ages as part of the
exhilarating modern-day tradition that is the Show.
We continue to evolve the Show’s offering based on independent research that provides us with valuable
feedback on consumer motivations. This ensures we develop the finest agricultural experiences and
entertainment whilst continuing to celebrate our rural communities. The research is shared with our sponsors
as part of a formal debrief and who are then supported in the continued evolution of their presence at the
Show. This supportive relationship is only one of the reasons our sponsors return year after year, developing
into mutually-successful long-term partnerships.
Our unique heritage enables the Royal Agricultural Society of NSW (RAS) to carry out its mission to promote
sustainable agriculture and therefore forge the future of the agricultural industries and rural communities
throughout Australia year-round.
There are endless sponsorship opportunities for your business at the Show and with the 2019 Sydney Royal
Easter Show aligning with school holidays right across Australia, it is shaping to be a very big year. Please
contact us for more information.
Paul Bowd
Head of Commercial
Royal Agricultural Society of NSW
(02) 9704 1151 pbowd@rasnsw.com.au
GRAND
CHAMPION
STRATEGIC PARTNERS
CHAMPION
BLUE RIBBON
RED RIBBON
*Correct as of March 2018
CONTACT COMMERCIAL EXHIBITOR OPPORTUNITIES Paul Bowd, Head of Commercial ADVERTISING OPPORTUNITIES pbowd@rasnsw.com.au (02) 9704 1151 SYDNEY ROYAL EASTER SHOW RESEARCH
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