Independent digital communications agency Deepend and the Royal Agricultural Society (RAS) of NSW proudly announce the launch of the 2015 Sydney Royal Easter Show (the Show) campaign.
Having enjoyed a hugely successful Show in 2014, Deepend were once again appointed to provide the strategic and creative counsel for this year’s campaign.
The Show is the largest event of its kind in Australia. It is one of the nation’s great family events – a unique tradition that allows the people of Sydney to enjoy the best of the country in an urban setting.
Deepend and the RAS of NSW identified the heart of the Show lies with the participants who make it great. With this is mind, the campaign’s strategic direction focuses on bringing to life the preparations of real competitors and exhibitors from all corners of NSW, sharing their pride and excitement as they prepare for the Show.
“From refining the famous CWA scone recipe to mastering the technique of wood chopping, we wanted to capture and share the incredible efforts and energy that’s poured into getting ready for Australia’s largest annual event,” said Matt Evans, head of marketing at the RAS of NSW. As always, the core ideology of the show will underpin all of Deepend’s communications, an integral sense of fun and family, where the rural Australian heartland is brought to the city.
“The Show is such a collection of characters and we’re so happy that this year’s campaign unearths some of these people and shares their collective enthusiasm and anticipation for the event,” said Chris Crammond, managing partner, Deepend.