Connecting Plots’ successful campaign results in all time ticket high for Sydney Royal Easter Show
Connecting Plots’ ‘Find Your Happy Place’ campaign for the Royal Agricultural Society has achieved an all time record high of pre-sale tickets for the Sydney Royal Easter Show.
The announcement:
The new creative platform ‘Find Your Happy Place’ has achieved an all time record high of pre-sale tickets.
This new campaign follows the Royal Agricultural Society Of NSW appointment of Connecting Plots as its new creative agency of record following a competitive pitch that took place in November 2022.
In their first project for RAS, Connecting Plots have created ‘Find Your Happy Place’ a creative platform that builds upon the heritage and creative direction that the Sydney Royal Easter Show has followed since 2017 – the home of childhood wonder and joy, punctuated by the mnemonic device, ‘Happy and you know it’.
“There’s a lot of nostalgia associated with the Sydney Royal Easter Show,” says RAS head of marketing, Frances Jewell. “We wanted Connecting Plots to leverage that heritage and capture the wonder and joy of childhood while also making the campaign feel new and contemporary.”
The new creative platform has been brought to life through the entire customer experience with a strong visual identity that builds upon the iconic elements from the Easter Show including the ribbons from the agriculture awards and hero brand colours of red and purple. Meanwhile the iconic ‘Happy and you know it’ theme song from previous campaigns has been evolved into a playful whistling device that carries throughout the different creative.
“In order to understand how to evolve the existing campaign direction, we conducted research with a partner company to analyse the previous campaigns to see what we should keep, change and build upon”, says co-founder & creative partner, Dave Jansen. “From these learnings, we created the organising platform ‘Find Your Happy Place’ that evolved the existing creative and showed that, with all the different experiences on offer at the showgrounds, there truly is a happy place for everyone.”
The ‘Find Your Happy Place’ creative platform has been designed to create consistency and cohesion across all of the show’s collateral. The visual identity has been applied across every single impression, from TVCs, social, radio and OOH through to media kits, selfie photo frames and the spectacular nightly drone show.
The Sydney Royal Easter Show and the ‘Find Your Happy Place’ campaign will run until Monday 17 April with pre-sales already hitting an all time high.
Source: Connecting Plots
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topics
Connecting Plots
Dave Jansen
Frances Jewell
Royal Agricultural Society
Sydney Royal Easter Show
