The Royal Agricultural Society of NSW (RAS), has won the ‘Best Marketing Campaign’ category for it’s Sydney Royal Easter Show campaign, at the Australian Event Awards last night.
Organised by the RAS, a not-for-profit organisation, the Show is Australia’s largest and longest running annual event, attracting close to one million patrons each year.
Karen Bolinger, RAS General Manager of Sales and Marketing said the RAS is thrilled to be recognised for a campaign which successfully attracted state, national and international guests to Australia’s largest agricultural celebration.
“This award reinforces the status of the Show as a truly world-class event. In fact, the Easter Show is recognised as one of the top 10 events of its kind in the world.
“Uniting Sydneysiders with country folk, the Show also attracts 108,000 regional NSW visitors, 45,000 interstate visitors and up to 20,000 international visitors from more than 40 destinations,” said Ms Bolinger.
The Show’s 2010 marketing campaign brought to life the memorable animated characters of Bluey, Smokey and Milky, with a catchy theme which encapsulated the excitement and anticipation of the event.
The multi-dimensional campaign promoted the exciting new line-up of entertainment attractions including Robosaurus and Noddy the world’s tallest horse, while ensuring the core charter of the event – ‘country coming to the city’ – remained a key driver for attendees.
“The Show is committed to supporting and promoting Australian agricultural excellence and innovation,” said Ms Bolinger.
“Through the judging of 41 agricultural competitions boasting more than 30,000 entries, including some 14,000 animals, the Show also provides an important education platform for families to teach their children about where their food comes from,” said Ms Bolinger.
The fully integrated campaign utilised traditional marketing methods such as TV, radio and print advertising along with direct mail and other electronic communications methods. The utilisation of social media tools and a dedicated website also played a major role in the delivery of key messaging and information gathering.
The Show has an economic impact of over $500million to NSW in employment, tourism, agricultural development and transport.
The Show secured the win over the AC/DC Black Ice Tour and the Fun4Kids Festival.
See you at the 2011 Sydney Royal Easter Show, 14 April – 27 April