The Royal Agricultural Society of NSW is reminding consumers that the Sydney Royal Easter Show is a chance to ‘Find Your Happy Place’, via Connecting Plots.
The latest work hopes to mirror the success of the 2023 campaign which saw 58% of all tickets sold before the event opened.
With further cost of living pressures on Australian households, a focus on showing value for money is a critical shift in the campaign’s messaging.
With the Show boasting high awareness within the state of NSW (more than 90%), the ‘Find Your Happy Place’ brand saliency message will continue to solidify its place in people’s minds over the Easter period.
A multiple messaging approach to mid funnel comms will target multiple audiences across different motivators - showing there is something for everyone at the event, with sales driving, action-oriented messages being used to land ‘value’ in a more literal sense (i.e. savings).
Royal Agricultural Society of NSW’s head of marketing Frances Jewell said the ‘Find Your Happy Place’ brand message evokes memories and joy in young and old, evidenced by how it exceeded targets by more than 10% last year.
“It has become part of the vernacular in media reporting and with our Show audiences, so we remain confident and passionate about the long-term life of the branding. It resonates deeply with our customer base, as well as our Show team," said Jewell.
Connecting Plots creative partner John Gault said the brand platform has struck a chord with people.
“It reminds them of the power of joy in creating life-long memories, and we’re confident it will continue to build on the success of last year," he said.
The Sydney Royal Easter Show will run from Friday, March 22 to Tuesday, April 2, 2024.
Credits:
Client: Royal Agricultural Society of NSW
Head of Marketing: Frances Jewell
Marketing Manager, Agriculture and SRES: Gemma Barr
Creative Agency: Connecting Plots
Creative Partner: John Gault
Art Director: Jonti Groth
Copywriter: Phil Barnes
Strategist: Jessica Brackstone
Account DIrector: Alana Spinelli
Creative Operations Director: Sarah Miller
Senior Integrated Producer: Rachel Smith Heffernan
Lead Integrated Designer: Blair Palmer
Senior Motion Graphic Designer: Vickie Rodriguez
Integrated Designer: Gerry Buzzo
Media Agency: Pearman
Group Business Director: Tara Lamond
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