2018 SPONSORSHIP PROSPECTUS - AUSTRALIA'S LARGEST TICKETED EVENT - Sydney Royal Easter Show
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2018 SPONSORSHIP PROSPECTUS AUSTRALIA’S LARGEST TICKETED EVENT
2018 SPONSORSHIP PROSPECTUS
SYDNEY ROYAL
EASTER SHOW
THE 2018 SYDNEY ROYAL EASTER The Sydney Royal Easter Show is Australia’s largest
annual event, attracting over 838,000* people each
SHOW WILL BE HELD FROM year. It is a celebration of Australian culture, from
our rural traditions to our modern day lifestyles,
FRIDAY MARCH 23 TO TUESDAY providing unique experiences for everyone.
APRIL 3 AT SYDNEY SHOWGROUND, Each year the country and city join together to
enjoy agricultural competitions, animal
SYDNEY OLYMPIC PARK. 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 2013-2017
2018 SPONSORSHIP PROSPECTUS
WHY SPONSOR
The rich heritage and sheer scale of the Show make
it a prized communication tool 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 relevant context, flexibility and connections
to literally hundreds of thousands of people. This is
why many long-term sponsors and have benefited
from being involved with the Show for more than a
decade including Coca-Cola, Woolworths, Nestle,
Channel 9 and News Corp Australia.
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 benefits
such as:
• Naming rights to a precinct, pavilion or main
arena entertainment act
• Product, branding and signage placement
• Category and supply rights
• Presenting onsite activations
• Ticket promotions and VIP experiences for staff
and customers
• Hospitality and exclusive experiences
• Utilising the Show’s digital, social and
communication platforms
• Prize/Trophy donation
• Logo displayed on Sponsor Montage
• Exhibition Space
• Advertising Opportunities
2018 SPONSORSHIP PROSPECTUS
OUR AUDIENCE - 2017
ATTENDEES GENDER ATTENDEES ORIGINS
(NUMBER OF UNIQUE INDIVIDUALS)
Total Male
Attendees Overseas
922,827 27% (28,000+)
Avg. 838,000 Female
over the last 5
years
73% NSW – Regional
21.9%
(173,826)
AGE GROUPS
75% NSW – Metro
75.7%
(601,826)
43% of attendees
spent 6+ hours
at the show
Average hours
18% 15% spent at the
10% 13% show
7.9 KEY CUSTOMER SEGMENTS
16-24 25-34 35-49 50-59 60+
Parents with
pre-school children
HOUSEHOLD INCOME 30%
$80k - $120k
$60k - $80k
(10%) Parents with primary school
(8%)
$40k - $60k children
(9%)
Under $40K
21%
(8%)
>$100k
(30%) Empty Nesters
22%
Don’t Know
Refused to Answer (3%)
(32%)
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 Attendees Research 2017
2018 SPONSORSHIP PROSPECTUS
OVERALL ENJOYMENT OF THE SHOW AVERAGE SPEND BY ATTENDEES
THE SHOW
RECEIVED
Very enjoyable Quite enjoyable $33 MILLION WORTH Spend Per Group Spend Per Person
OF MEDIA (Avg. group 3 people)
59%
EXPOSURE
52% 53%
$326 $327 $331
34% 34%
27%
$113 $117 $112
2015 2016 2017
2015 2016 2017
eastershow.com.au
ADVOCACY – NET PROMOTER SCORE 25 MILLION BREAKDOWN OF SPEND IN 2017
PAGE VIEWS Showbags 30%
+ 23
+ 21
+ 16 Food & Beverages 24%
Commercial Exhibitor
18%
Products
2015 2016 2017 Rides & Amusements 17%
Other 11%
LIKELIHOOD OF RETURN VISITATION
IN 2018 MOTIVATIONS FOR ATTENDANCE IN 2017
Definitely will return Probably will return
Primary School Pre-School Empty
Families Families Nesters
2017 65%
4.1
To visit the variety of
3.8
exhibits in the Pavilions
4.5
2016 62%
3.3
To sample award-winning
3.2
food and wine products
3.4
2015 61%
9/10 ATTENDEES To experience country
3.6
VISITED THE life in the city
3.6
3.8
WOOLWORTHS
FRESH FOOD
DOME It's an experience 4.4
I would like to 4.5
pass on to my children 3.5
Source – IER Attendees Research 2017 0 = strongly disagree 5 = strongly agree
2018 SPONSORSHIP PROSPECTUS
SPONSORSHIP
OPPORTUNITIES
Commercial Theatre Kitchen
Woodchop Animal Walk
2018 SPONSORSHIP PROSPECTUS Farmyard Nursery Entertainment Little Hands on the Land The Stables
2018 SPONSORSHIP PROSPECTUS
The Amphitheatre Sydney Royal Dog Show
Pet Pavilion Daily Telegraph Paddock
2018 SPONSORSHIP PROSPECTUS
MESSAGE FROM THE HEAD OF COMMERCIAL
The Sydney Royal Easter Show not only offers consumers of every age a host of unique experiences, it also
provides the perfect environment to showcase your brand and products to the thousands of people daily.
We continue to evolve the Show offering based on independent
post-Show research that provides us with valuable feedback on each event and program.
These results are shared with our partners as part of a formal de-brief. Our goal is to ensure all
activities remain relevant and on-trend. It’s why our long-term partners return year after year.
There are endless partnership opportunities for your business at the Show.
Please contact us for more information.
Paul Bowd
Head of Commercial
Royal Agricultural Society of NSW
02 9704 1151 pbowd@rasnsw.com.au
THE ROYAL AGRICULTURAL SOCIETY OF NSW
WOULD LIKE TO THANK ITS 2017 PARTNERS
GRAND
CHAMPION
STRATEGIC PARTNERS
CHAMPION
BLUE RIBBON
RED RIBBON
*Correct as of March 2017
CONTACT
pbowd@rasnsw.com.au
(02) 9704 1151You can also read
