Australia’s largest
annual event
PARTNERSHIP OPPORTUNITIES
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| PARTNERSHIP OPPORTUNITIES
SYDNEY ROYAL EASTER SHOW
MESSAGE FROM THE PRESIDENT
Without the generous support of the corporate
community, the Royal Agricultural Society of NSW (RAS)
wouldn’t be able to continue the important mission
of promoting, fostering and encouraging sustainable
development of agriculture in New South Wales.
The RAS invests nearly $7 million annually in programs to
support sustainable agricultural development, encourage
agricultural careers, foster new leaders and teach
consumers about food, fibre and farming.
The Sydney Royal Easter Show is Australia’s biggest
celebration of agricultural excellence. We revel in
the opportunity to engage, educate and entertain the
800,000-plus patrons who come through the gate
each year.
On behalf of the RAS, I invite you to engage with this
audience who come to the Show open to new concepts
and eager to learn.
Looking ahead, I hope we can celebrate a long and
happy association together.
Robert Ryan OAM
President, Royal Agricultural Society of NSW
MESSAGE FROM THE HEAD OF COMMERCIAL
The iconic Sydney Royal Easter Show is Australia’s largest
annual ticketed event, attracting an average of over
850,000 attendees.
Each year, the city and country join together providing
a celebration of Australian culture including; animal
experiences, agricultural competitions, carnival fun,
entertainment, shopping and much more.
The 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
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 longterm partners return year after year.
By supporting the Royal Agricultural Society of NSW and
the Sydney Royal Easter Show you are helping to keep
our rural communities strong.
There are endless partnership opportunities for your
business at the Show. We look forward to working closely
with you to create an exciting and unique experience that
will be remembered for many years to come.
Paul Bowd
Head of Commercial, Royal Agricultural Society of NSW
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| PARTNERSHIP OPPORTUNITIES
ROYAL AGRICULTURAL SOCIETY OF NSW . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 04
SYDNEY ROYAL EASTER SHOW .. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 05
SYDNEY ROYAL EASTER SHOW BY NUMBERS . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 06
MARKETING STRATEGY .. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 07
WHY PARTNER . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 08
PARTNERSHIP OPPORTUNITIES . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 09
SYDNEY ROYAL COMPETITIONS . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 14
EXPRESSION OF INTEREST . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 15
CONTACT . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 15
SYDNEY ROYAL EASTER SHOW
CONTENTS
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SYDNEY ROYAL EASTER SHOW
ROYAL AGRICULTURAL SOCIETY OF NSW (RAS)
THE RAS IS A NOT-FOR-PROFIT ORGANISATION THAT HAS BEEN AN INFLUENTIAL FORCE
IN THE DIRECTION AND DEVELOPMENT OF AUSTRALIAN AGRICULTURE THROUGH
COMPETITIONS, EDUCATION AND EVENTS SINCE ITS FOUNDATION IN 1822.
The core objectives of the RAS have not changed since incorporation;

To promote, foster and encourage the sustainable development of agriculture of the State;

T o hold exhibitions for the display of livestock, agricultural produce and arts and crafts and
establish markets for their sale.
Three revenue generating businesses are owned and operated by the RAS:

ydney Royal Easter Show - the biggest event held in Australia with over 800,000 people attending
S
over 14 days and nights annually

ydney Showground - comprising 32,000m2 high-quality exhibition space including Spotless Stadium which
S
accommodates up to 25,000 people for sporting events and 40,000 people for arena music concerts. Sydney
Showground attracts over 1,700,000 visitors to over 100 events each year

ustralasian Animal Registry (AAR) - the most comprehensive animal registration and recovery service in Australasia.
A
AAR currently maintains records for over 2 million animals across Australia and New Zealand.
These businesses, along with the Sydney Royal brand all support the core mission of the RAS. Sydney Royal represents the
competitive events held each year and the system used to set benchmarks for agricultural excellence. The Sydney Royal
Competitions held during the Sydney Royal Easter Show attract close to 30,000 entries from exhibitors each year from across
Australia who enter their product, animal or skill in an attempt to win a prestigious Sydney Royal Ribbon. Sydney Royal Wine,
Dairy, Fine Food, and Beer & Cider Shows are held throughout the year and reward excellence in Australian produce.
The RAS Foundation (RASF) is the charitable arm of the RAS. The RASF aims to build strong, vibrant rural communities in NSW
through investment in education, training and skills development. Since its inception in 2007, the RASF has contributed over $2
million to rural and regional communities through its grant and scholarship programs.
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The Show was first held in 1823 with revenue generated through the Show enabling the RAS to forge the future of agriculture
in NSW through investment in agricultural programs, competitions and education initiatives.
For 14 days over Easter, visitors to the Show are presented with a dazzling feast for the eyes including animal shows,
arts and crafts exhibitions, food and wine and stunning horticulture displays. Senses come alive at the rodeo and worldclass woodchopping events, while shrieks of delight can be heard from the many carnival rides. Across 21 pavilions, three
entertainment arenas and a variety of outdoor precincts, the Sydney Royal Easter Show offers something for everyone.
| PARTNERSHIP OPPORTUNITIES
THE ICONIC SYDNEY ROYAL EASTER SHOW IS AUSTRALIA’S LARGEST ANNUAL EVENT,
ATTRACTING OVER 800,000 PEOPLE EACH YEAR. IT IS A CELEBRATION OF AUSTRALIAN
CULTURE, FROM OUR RURAL TRADITIONS TO OUR MODERN DAY LIFESTYLES, PROVIDING
UNIQUE EXPERIENCES FOR PEOPLE OF ALL AGES AND BACKGROUNDS.
SYDNEY ROYAL EASTER SHOW
SYDNEY ROYAL EASTER SHOW
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SYDNEY ROYAL EASTER SHOW
SYDNEY ROYAL EASTER SHOW BY NUMBERS
THE SHOW
GENERATES ALMOST
$250 MILLION
TO THE NSW
ECONOMY EACH
YEAR*
7.7 hours
IS THE AVERAGE TIME
SPENT AT THE SHOW
IT HELPS SUSTAIN
THE EQUIVALENT OF
1,990 FULL-TIME
JOBS*
THE SHOW
GENERATES 287,000
BED NIGHTS
IN NSW*
25%
$327
HAVE A HOUSEHOLD
INCOME MORE THAN
$100,000

72%
IS THE INDIVIDUAL
AVERAGE SPEND
AT THE SHOW
72%
OF VISITORS TO THE
SHOW ARE FEMALE
OF VISITORS
TO THE SHOW
ARE AGED
BETWEEN 16 & 49
À
* RAS Size and Scope Study, prepared by IER, 2016
 2016 Online Attendee Survey (n=1264)
À 2016 Online Attendee Survey (n=1264)
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PRE-SCHOOL
FAMILIES
PRIMARY
SCHOOL FAMILIES
EMPTY
NESTERS
The total-value on mainstream media to launch and drive Show ticket sales is over $2 million. The campaign reach and
frequency is further extended through relationships forged with television, newspaper and radio media partners.
The Easter Show website (www.eastershow.com.au) attracts 1.15 million unique browsers and generates over 20 million
page impressions while the Easter Show app was downloaded 88,000 times in 2016. The Show has a strong social media
presence with more than 100,000 Facebook fans who actively participate in conversation throughout the year. Over
110,000 people have signed up to the Show’s database to receive regular communication in the lead-up to and during the
14-day event.
In terms of PR, the Show receives upwards of $40 million
in coverage via news and lifestyle editorial in local, metro
and regional newspapers, television and radio broadcasts.
Live television news crosses and radio station outside
broadcasts also feature throughout the Show. Over 700
local and international media personnel representing
180 media outlets are accredited to attend the Show with
reports extending across the Asia-Pacific region and even
into Europe.
THE SHOW GENERATES
$40MILLION OF COVERAGE
IN NEWSPAPERS, RADIO AND
TELEVISION
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THE INTEGRATED MARKETING APPROACH TAKEN BY THE SYDNEY ROYAL EASTER SHOW
IS DESIGNED TO ENGAGE, EDUCATE AND ENTERTAIN THREE KEY TARGET SEGMENTS:
SYDNEY ROYAL EASTER SHOW
MARKETING STRATEGY
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SYDNEY ROYAL EASTER SHOW
WHY PARTNER
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.
Partner with the Show to:

Generate brand awareness

Showcase products and services

Connect with the community

Engage with consumers face-to-face, one-on-one

Generate immediate sales

Engage employees and key clientele

Data capture
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FOR THE FIRST TIME, THE SYDNEY ROYAL EASTER SHOW IS OFFERING THE
UNPARALLELED OPPORTUNITY TO BECOME THE EXCLUSIVE PRESENTING
RIGHTS PARTNER OF THE SHOW.
As the Presenting Rights partner, your branding will be included within a composite logo seamlessly aligning your brand
directly with the Sydney Royal Easter Show. This logo will appear on (but not limited to):

Tickets

Signage

Advertising activity including TV, print and digital campaigns

00,000 copies of The Official Show Guide distributed in
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Australia’s highest circulating newspaper, The Sunday Telegraph

Easter Show website

Sydney Royal Easter Show app
Other benefits include:

Complimentary ticket allocation

Deep discounted ticket prices for staff

Corporate hospitality package

se of the Sydney Royal Easter Show intellectual property
U
for your own marketing purposes

Acknowledgement as “Presenting Partner” on the sponsor montage

Sydney Royal Easter Show advertising package including
• On-site signage
• The Official Guide in The Sunday Telegraph
• The Big Screen in Spotless Stadium
| PARTNERSHIP OPPORTUNITIES
Presenting Rights
SYDNEY ROYAL EASTER SHOW
PARTNERSHIP OPPORTUNITIES
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| PARTNERSHIP OPPORTUNITIES
SYDNEY ROYAL EASTER SHOW
PARTNERSHIP OPPORTUNITIES
Animal Walk & Farmyard Nursery
INDEPENDENT RESEARCH (IER) INDICATES THAT ANIMALS ARE THE STRONGEST
INDIVIDUAL DRIVER OF ATTENDANCE AND NUMBER ONE ATTRACTION AT THE SHOW.
The Animal Walk is an easy-to-follow, clearly-marked route which guides Showgoers on a journey around the site to take in
all the animal highlights. It is heavily publicised and the brightly coloured path is designed to incorporate sponsor branding.
Hands-on encounters along the Animal Walk include; milking dairy cows in the Milking Barn, washing cooks in the Poultry
Pavilion; and, patting pigs in the Pig & Goat Pavilion. Children are encouraged to pick-up an Animal Walk activity book
and passport which can be stamped at various stops along the trail. Over 80,000 passports are distributed each year driving
deeper audience engagement.
One of the major stops on the Animal Walk is The Farmyard Nursery giving city folk the chance to experience country life
by being able to handle and feed the cutest creatures in a safe environment. Here a variety of baby farm animals including
ducklings, fawns, lambs, chicks, bunnies and puppies will enchant the young and young at heart.
Both properties are an outstanding way to connect your brand with families.
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THE FOOD FARM IS THE PRINCIPLE EDUCATION PAVILION AT THE SYDNEY ROYAL
EASTER SHOW.
Here, Showgoers learn where food originates and the importance of farmers to everyday life. It’s a modern, farm-themed
pavilion which delivers an agriculturally credible, fun, engaging and interactive educational experience.
The RAS employ experiential learning techniques through hands-on activities which run continuously throughout each day of
the Show. This ensures all children have the opportunity to be entertained and engaged when they come to the Food Farm.
While activities and supporting materials have been developed specifically for the pavilion’s target audience of 3-12 year-olds,
the young at heart are sure to learn something new as well.
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Food Farm
SYDNEY ROYAL EASTER SHOW
PARTNERSHIP OPPORTUNITIES
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SYDNEY ROYAL EASTER SHOW
PARTNERSHIP OPPORTUNITIES
Evening Entertainment and Fireworks
EVERY NIGHT DURING THE SHOW, AS THE SUN SETS ON SYDNEY SHOWGROUND,
ANTICIPATION BUILDS FOR WHAT MANY CONSIDER TO BE THE PERFECT ENDING TO
A BIG DAY OUT.
Spotless Stadium comes alive with an audience totalling more than 250,000 over 14 days eager to be entertained with edgeof-your-seat thrills by the nightly Rodeo, trick-riding motorcycle dare-devils and Team DMax Precision Driving Team. A feature
production with an agricultural angle is also staged every year.
The evening is topped off with a kaleidoscopic cacophony of fireworks which never disappoints.
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THE WOODCHOPPING & SAWING
COMPETITION HAS BEEN A FEATURE OF
THE SYDNEY ROYAL EASTER SHOW FOR
OVER A CENTURY.
Attracting around 200 male and female competitors from
Australia and overseas who compete in 65 different classes
for over $200,000 in prize money, this is the only in-Show
competition which is also a World Titles event. As a result, the
Sydney Royal Woodchop Competition is widely recognised
as the ‘Wimbledon of Woodchopping’.
The Woodchop is a must-see attraction at the Show and
regularly rates in the top 5 most attended events.
| PARTNERSHIP OPPORTUNITIES
Woodchop
SYDNEY ROYAL EASTER SHOW
PARTNERSHIP OPPORTUNITIES
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SYDNEY ROYAL EASTER SHOW
PARTNERSHIP OPPORTUNITIES
Sydney Royal Competitions
FROM HORSES TO HONEY, PUMPKINS TO PIGS AND FLOWERS TO FELINES, THE SYDNEY
ROYAL EASTER SHOW COMPETITIONS ARE THE EVENTS IN WHICH THE RAS MEASURES
AND MAINTAINS EXCELLENCE IN AGRICULTURE.
Held almost continuously since 1823, these competitions set the benchmark for a wide range of rural produce and skills. They
remain as popular as ever with more than 31,000 entries received in 2014, competing for over $780,000 in cash prizes and
with 15,000 trophies, medals and certificates awarded over the duration of the Show. A Sydney Royal Medal or Ribbon is a
nationally and internationally recognised stamp of quality which for winners can have significant impacts commercially.
In addition, the Sydney Royal Easter Show also plays host to several world championship and international events held
including the internationally recognised FEI Grand Prix Showjumping, World Championship Campdraft, and an international
polo match between Australia and New Zealand.
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The Sydney Royal Easter Show team are dedicated to understanding your objectives and will work with you to develop a tailormade solution. You will be joining some Australia’s leading companies and brands who have seen amazing results over a long
period of time including:
THE AUSTRALIAN
And many more…
To express your interest please contact:
PAUL BOWD
STEWART HOPPER
Head of Commercial
Sponsorship Sales Manager
Ph: 02 9704 1151
Ph: 02 9704 1224
E: [email protected]
E: [email protected]
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ALONG WITH THESE OFF-THE-SHELF PACKAGES, THERE IS A RANGE OF SPONSORSHIP,
ADVERTISING AND RETAIL OPPORTUNITIES TO SUIT YOUR BRIEF AND BUDGET.
SYDNEY ROYAL EASTER SHOW
EXPRESSION OF INTEREST