Australia s largest annual event PARTNERSHIP OPPORTUNITIES

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1 Australia s largest annual event PARTNERSHIP OPPORTUNITIES

SYDNEY ROYAL EASTER SHOW PARTNERSHIP OPPORTUNITIES 2 MESSAGE FROM THE PRESIDENT Without the generous support of the corporate community, the Royal Agricultural Society of NSW (RAS) wouldn t be able

2 SYDNEY ROYAL EASTER SHOW PARTNERSHIP OPPORTUNITIES 2 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

3 CONTENTS. ROYAL AGRICULTURAL SOCIETY OF NSW SYDNEY ROYAL EASTER SHOW SYDNEY ROYAL EASTER SHOW BY NUMBERS SYDNEY ROYAL EASTER SHOW PARTNERSHIP OPPORTUNITIES 3 MARKETING STRATEGY WHY PARTNER PARTNERSHIP OPPORTUNITIES SYDNEY ROYAL COMPETITIONS EXPRESSION OF INTEREST CONTACT... 15

4 SYDNEY ROYAL EASTER SHOW PARTNERSHIP OPPORTUNITIES 4 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 The core objectives of the RAS have not changed since incorporation; To promote, foster and encourage the sustainable development of agriculture of the State; To 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: Sydney Royal Easter Show - the biggest event held in Australia with over 800,000 people attending over 14 days and nights annually Sydney Showground - comprising 32,000m 2 high-quality exhibition space including Spotless Stadium which 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 Australasian Animal Registry (AAR) - the most comprehensive animal registration and recovery service in Australasia. 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.

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

5 SYDNEY ROYAL EASTER SHOW 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. 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. SYDNEY ROYAL EASTER SHOW PARTNERSHIP OPPORTUNITIES 5

6 SYDNEY ROYAL EASTER SHOW PARTNERSHIP OPPORTUNITIES 6 SYDNEY ROYAL EASTER SHOW BY NUMBERS THE SHOW GENERATES ALMOST $250 MILLION TO THE NSW ECONOMY EACH YEAR* IT HELPS SUSTAIN THE EQUIVALENT OF 1,990 FULL-TIME JOBS* THE SHOW GENERATES 287,000 BED NIGHTS IN NSW* 7.7 hours IS THE AVERAGE TIME SPENT AT THE SHOW 25% HAVE A HOUSEHOLD INCOME MORE THAN $100,000 $327 IS THE INDIVIDUAL AVERAGE SPEND AT THE SHOW 72% OF VISITORS TO THE SHOW ARE AGED BETWEEN 16 & 49 72% OF VISITORS TO THE SHOW ARE FEMALE À * RAS Size and Scope Study, prepared by IER, Online Attendee Survey (n=1264) À 2016 Online Attendee Survey (n=1264)

MARKETING STRATEGY THE INTEGRATED MARKETING APPROACH TAKEN BY THE SYDNEY ROYAL EASTER SHOW IS DESIGNED TO ENGAGE, EDUCATE AND ENTERTAIN THREE KEY TARGET SEGMENTS: PRE-SCHOOL FAMILIES PRIMARY SCHOOL

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.

The Show has a strong social media presence with more than 100,000 Facebook fans who actively participate in conversation throughout the year.

7 MARKETING STRATEGY THE INTEGRATED MARKETING APPROACH TAKEN BY THE SYDNEY ROYAL EASTER SHOW IS DESIGNED TO ENGAGE, EDUCATE AND ENTERTAIN THREE KEY TARGET SEGMENTS: PRE-SCHOOL FAMILIES PRIMARY SCHOOL FAMILIES EMPTY NESTERS SYDNEY ROYAL EASTER SHOW PARTNERSHIP OPPORTUNITIES 7 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 ( attracts 1.15 million unique browsers and generates over 20 million page impressions while the Easter Show app was downloaded 88,000 times in 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

SYDNEY ROYAL EASTER SHOW PARTNERSHIP OPPORTUNITIES 8 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,

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.

8 SYDNEY ROYAL EASTER SHOW PARTNERSHIP OPPORTUNITIES 8 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

PARTNERSHIP OPPORTUNITIES Presenting Rights FOR THE FIRST TIME, THE SYDNEY ROYAL EASTER SHOW IS OFFERING THE UNPARALLELED OPPORTUNITY TO BECOME THE EXCLUSIVE PRESENTING RIGHTS PARTNER OF

Complimentary ticket allocation Deep discounted ticket prices for staff Corporate hospitality package Use of the Sydney Royal Easter Show intellectual property for your own marketing

9 PARTNERSHIP OPPORTUNITIES Presenting Rights 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 SYDNEY ROYAL EASTER SHOW PARTNERSHIP OPPORTUNITIES 9 500,000 copies of The Official Show Guide distributed in 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 Use of the Sydney Royal Easter Show intellectual property 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

SYDNEY ROYAL EASTER SHOW PARTNERSHIP OPPORTUNITIES 10 PARTNERSHIP OPPORTUNITIES Animal Walk & Farmyard Nursery INDEPENDENT RESEARCH (IER) INDICATES THAT ANIMALS ARE THE STRONGEST INDIVIDUAL DRIVER OF

It is heavily publicised and the brightly coloured path is designed to incorporate sponsor branding.

10 SYDNEY ROYAL EASTER SHOW PARTNERSHIP OPPORTUNITIES 10 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.

PARTNERSHIP OPPORTUNITIES Food Farm THE FOOD FARM IS THE PRINCIPLE EDUCATION PAVILION AT THE SYDNEY ROYAL EASTER SHOW.

It s a modern, farm-themed pavilion which delivers an agriculturally credible, fun, engaging and interactive educational experience.

This ensures all children have the opportunity to be entertained and engaged when they come to the Food Farm.

11 PARTNERSHIP OPPORTUNITIES Food Farm 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. SYDNEY ROYAL EASTER SHOW PARTNERSHIP OPPORTUNITIES 11

SYDNEY ROYAL EASTER SHOW PARTNERSHIP OPPORTUNITIES 12 PARTNERSHIP OPPORTUNITIES

SYDNEY SHOWGROUND, ANTICIPATION BUILDS FOR WHAT MANY CONSIDER TO BE THE PERFECT

Spotless Stadium comes alive with an audience totalling more than 250,000 over 14

trick-riding motorcycle dare-devils and Team DMax Precision Driving Team.

12 SYDNEY ROYAL EASTER SHOW PARTNERSHIP OPPORTUNITIES 12 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.

PARTNERSHIP OPPORTUNITIES Woodchop THE WOODCHOPPING & SAWING COMPETITION HAS

Attracting around 200 male and female competitors from Australia and overseas

the only in-show competition which is also a World Titles event.

13 PARTNERSHIP OPPORTUNITIES Woodchop 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. SYDNEY ROYAL EASTER SHOW PARTNERSHIP OPPORTUNITIES 13 The Woodchop is a must-see attraction at the Show and regularly rates in the top 5 most attended events.

SYDNEY ROYAL EASTER SHOW PARTNERSHIP OPPORTUNITIES 14 PARTNERSHIP OPPORTUNITIES Sydney Royal Competitions FROM HORSES TO HONEY,

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

A Sydney Royal Medal or Ribbon is a nationally and internationally recognised stamp of quality which for winners can have

14 SYDNEY ROYAL EASTER SHOW PARTNERSHIP OPPORTUNITIES 14 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.

15 EXPRESSION OF INTEREST ALONG WITH THESE OFF-THE-SHELF PACKAGES, THERE IS A RANGE OF SPONSORSHIP, ADVERTISING AND RETAIL OPPORTUNITIES TO SUIT YOUR BRIEF AND BUDGET. 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: SYDNEY ROYAL EASTER SHOW PARTNERSHIP OPPORTUNITIES 15 THE AUSTRALIAN And many more To express your interest please contact: PAUL BOWD STEWART HOPPER Head of Commercial Sponsorship Sales Manager Ph: Ph: E: pbowd@rasnsw.com.au E: shopper@rasnsw.com.au

SCHOOLS SPECTACULAR 2017 & 2018

SCHOOLS SPECTACULAR 2017 & 2018 SPONSORSHIP & PROMOTIONAL OPPORTUNITIES 24 and 25 November 2017 Qudos Bank Arena schoolsspectacular.com.au #SchoolsSpec Facebook.com/schoolsspectacular #spec17 JOIN US FOR