Fairfax takes aim at kids market with launch of Essentials Kidtopia Sydney festival

Kids event a new string to Fairfax Media’s bow

Fairfax Media has made a major movie into children’s events, partnering with Destination NSW to launch the Essential Kids Kidtopia Festival in October.

The move is an expansion of the publisher’s events parenting mix under the Essential’s banner.

The festival, to be held in Parramatta Park, has the backing of the NSW tourism body for the next three years.

More than 6,000 interstate visitors are expected to travel to the event with the festival predicted to be worth $1.43m to the local economy.

The launch of the festival is the latest initiative under Fairfax Life Media & Events managing director Andrew McEvoy.

Last year Fairfax extended its reach into the events sector as an alternate revenue stream to its media business, buying Australian Openair Cinemas for an undisclosed sum.

In 2014 the division also acquired the Baby & Toddler Show.

McEvoy said the new festival was a great opportunity to create something that would lure visitors to Western Sydney from around the  country.

“The aim is to build Australia’s pre-eminent kids and family festival in Western Sydney – making it a must visit place for families from regional NSW, interstate and overseas,” McEvoy said.

Attractions at Kidtopia Festival will include live music and entertainment, outdoor cinema, silent disco, fun fair, farmyard animals, sporting activities, arts and crafts, food stalls and masterclasses.

Simon Canning

Simon Canning

Simon Canning was Mumbrella's marketing and advertising editor from 2015-2017. In a career spanning journalism and communications over more than 30 years Simon has become one of Australia’s most respected analysts and commentators on the advertising, marketing and media industries. A regular commentator on radio and TV, Simon has also worked in media in the US and UK .

topics Andrew McEvoy Destination NSW events Fairfax Media

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Comments: 5

M 18 Apr 16

Fairfax branching into film is a very interesting challenge, keen to see what this “major movie” will be.

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Jack 18 Apr 16

Oh dear. The more Fairfax invests money and resources and energy and focus into these offshoot ventures the more it loses focus on its core product. Maybe Fairfax should just sell of the distracting newspapery bits of its business and rebrand itself as Fairfax Events..?

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Nawson 18 Apr 16

Bring it back to the journalism, is it that hard?

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Anonymous 18 Apr 16

Welcome to Fairfax Dismaland

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andrew 18 Apr 16

Well done, makes sense.
“Nawson” – it’s called a brand extension

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