Make memories, save money: Sydney Royal Easter Show launches new campaign via Connecting Plots
In an effort to replicate the results of its 2023 ‘Find Your Happy Place’ campaign for the Sydney Royal Easter Show, the Royal Agricultural Society of NSW is launching a new savings-focused iteration of the aforementioned campaign, via business impact agency Connecting Plots.
While the platform will continue to tap into audiences’ nostalgia for the annual Easter event, this year’s messaging will emphasise “value for money” in a time when the cost-of-living crisis plagues households across New South Wales.
The 2024 ‘Find Your Happy Place’ messaging will take a multi-channel approach, including tapping into “mid funnel comms”, to reach a plethora of audiences.
The goal is to highlight that the Royal Easter Show has valuable, dollar-saving attractions for everyone.
“Our ‘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,” said Frances Jewell, head of marketing for the Royal Agricultural Society of NSW, while referencing the fact that last year’s campaign resulted in more than 50% of tickets being sold prior to the event’s opening.
“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.”
“The brand platform ‘Find Your Happy Place’ has struck a chord with people,” reiterated John Gault, Connecting Plots’ creative partner.
“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.”
The Sydney Royal Easter Show kicks off today and will end on 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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Matthew is the editorial assistant at Mumbrella. He joined the company at the end of September 2023.
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topics
Connecting Plots
Frances Jewell
John Gault
Royal Agricultural Society of NSW
Sydney Royal Easter Show
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