It’s the largest annual ticketed event in Australia and boasts an average audience of 861,000 attendees over each of the past five Shows. This year the 166th Sydney Royal Easter Show falls in the school holiday period from 6 – 17 April 2023, and head of commercial, Paul Bowd, said the business is on the lookout for new partners, advertisers, and exhibitors to help continue to drive the event’s unique legacy.
Run by the organisation that founded the agricultural event back in 1822, the Royal Agricultural Society of NSW (RAS) is a not-for-profit organisation that promotes and rewards agricultural excellence. Through the Show, the RAS can drive its mission to promote sustainable agriculture, forging the future for agricultural industries and rural communities in Australia.
Paul Bowd
According to Bowd, the Sydney Royal Easter Show provides the perfect environment to showcase a company’s brand and product to thousands of people daily, offering a unique opportunity for Australian companies to connect with a legacy that has withstood the test of time and is trusted by the community.
“The opportunities available at the Show for organisations are endless. Not only does it offer partners 12 days of exposure to hundreds and thousands of people, but it also ties them to a strong event brand that holds such a positive place in people’s lives. One that evokes great memories and pride for the community,” Bowd said.
“Everyone has a connection to the Show, whether that be great-grandad who entered his jersey cows in the cattle competition or when you visited the event with your school.”
The key target audiences for the event are primary and preschool families, who make up 45 per cent of attendees, with 60 per cent of attendees aged between 25-49.
“Our primary showgoers range from families to empty nesters and SINKS & DINKS, so the audience our partners get to interact with is varied. To support this, we have some great partnership opportunities which allow brands to be a part of these iconic moments – such as our farmyard nursery experience, animal walk, volunteer program, fireworks and within the highly visited woodchop stadium.”
As the Show that brings the country to the city, 20 per cent of attendees are regionally based and 76 per cent of attendees call Sydney home, with many focused in the heart of Western Sydney.
On average, guests spend 7.4 hours watching the animal competitions, going on rides, visiting the commercial pavilions to shop and sample, enjoying the many Show foods available, watching the onsite entertainment, and enjoying the event atmosphere.
Depending on the partner’s needs, the event offers a range of advertising packages or custom build campaign options that range from ads on the 220sqm big screen or 249lm of LED signage in GIANTS Stadium through to the popular Official Show Guide which lists over 300 different Showbags available to purchase.
Above and top: Media partners at previous Royal Easter Sydney Shows
“We have an extensive range of integrated, informative, and trusted communication platforms to amplify our partner messages, including our Show website,” Bowd said, “This year the Show website received over 21 million page views with 2.6 million unique visitors.”
“We recognise that companies are looking for cut through, and as someone who has been in the industry for many years and has been on both sides of the table, I believe events such as the Show can provide a unique emotional connection to a brand.
“The Show offers moments of joy and wonder; it is a family creating special memories together as they explore the pavilions, kids feeding the goats at the farmyard nursery or seeing an Alpaca for the first time. What we offer is a chance for brands to be a part of that memory.”
To be a part of that unique identity and elevate your brand, the RAS has a range of partnership opportunities that can be tailored to companies of all sizes. That ranges from Naming Rights partner of the woodchop stadium as world champion woodchoppers go head-to-head or receiving brand recognition on the back of volunteers’ shirts as they lend a helping hand, there are plenty of opportunities available.
The 2023 Sydney Royal Easter Show will welcome attendees of all ages to the Show for 12 days of celebrating agricultural excellence from 6 – 17 April 2023. To view all the partnership opportunities available, visit https://www.eastershow.com.au/partner-with-us/
See also: 800,000 reasons why media partners love Sydney’s Royal Easter Show