Make memories, save money: Sydney Royal Easter Show launches ...

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