Sydney Royal Easter Show Delights Kids And Entices Parents To Visit Every Year

Sydney Royal Easter Show Delights Kids And Entices Parents To Visit Every Year

The raw emotions of children experiencing the wonders of the Sydney Royal Easter Show will entice parents to make the trip out to the annual event so they can “Show them Amazing”.

The campaign for the Royal Agricultural Society of NSW (RAS), created by Banjo, launches this Sunday, 28 February with TV, press, radio and digital channels, showing the surprised and delighted reactions of children as they experience some Easter Show classics.

The RAS needs to increase attendance at the annual Easter-time event, and Banjo uncovered the insight that people tend to visit every other year. The solution was to find a reason for people to visit every year.

“We’ve moved away from the rational depiction of the show and what’s on, to instead showcase the emotion experienced by our children and, in turn, the emotion we feel as parents,” said Ben Lyttle at Banjo.

To capture the raw emotions of the children in the campaign, the production team used various techniques representing the Show to surprise and delight them. Small farm animals and a gentle horse being patted and fed, a magician working behind the camera and bursting balloons, as well as riding a rollercoaster with a camera, elicited the responses.

Matt Evans, chief marketing officer at the Royal Agricultural Society of NSW, said there’s nothing quite like a day at the Show.

“You can meet farmyard animals, taste award-winning produce, say g’day to a farmer, experience the adrenaline of the carnival and so much more. But there’s nothing quite like the look of amazement on kids’ faces when they are experiencing it. That sense of wonder is exactly what this campaign captures.”

Of working with Banjo, Evans said, “They get involved, they get hands-on – even when the campaign briefing is in a farmyard nursery.” Banjo was appointed to the RAS account late last year after a competitive pitch.

“The Easter Show campaign is the first major campaign from the agency, which is working on a broader strategic project with the organisation.”

Client: Royal Agricultural Society Chief Marketing Officer: Matt Evans Marketing Manager: Naomi Tubridy Brand: Sydney Royal Easter Show Campaign name: “Show them Amazing” Launch date: Sunday 28th February Duration: Wed 30th March Channels: NSW TV (metro and regional) NSW Local Press NSW FM & AM Radio (including Australian Traffic Network) Digital Banners and pre-rolls   Credits: General Manager: Ryan Barlow Account Manager: Megan Parry Planning Director: Ben Lyttle Planner: Monica Valente Creative Group Head (copy): Laurence Cronin Creative Group Head (art): Scott Hopkin Agency Producer: George Saada Print Producer: Simon Davis Retouching: Tim Casey

Latest News

Tracey Spicer (Journalist & Presenter) at Radio Alive 2018 at Radio Alive 2018
  • Media

Tracey Spicer: Commercial Radio Home To “Some Of The Most Toxic Workplaces”

Media veteran Tracey Spicer has delivered a grim assessment of Australia’s commercial radio industry in how it deals with sexual harassment in the workplace. Speaking as part of a panel at the Radio Alive 2018 conference in Melbourne on Friday, Spicer said she has witnessed “tremendous change happen at the very top end of town” […]

by B&T Magazine

B&T Magazine
Kyle Sandilands and Jackie Henderson (Kyle & Jackie O) from KIIS at the 2015 ACRA Awards
  • Media

Kyle & Jackie O Crowned Best On-Air FM Team At 2018 Commercial Radio Awards

KIIS 1065 breakfast duo Kyle Sandilands and Jackie “O” Henderson have won the Best On-Air Team (Metro FM) category at the 30th Australian Commercial Radio Awards (ACRAs). Held on Saturday night at the Melbourne Exhibition and Convention Centre, and hosted by The Chaser’s Chris Taylor and Andrew Hansen, the ACRAs celebrated the best and brightest talent in […]

Digital Asset Management Solution Collaboro A Natural Fit With Open Data Initiative
  • Technology

Digital Asset Management Solution Collaboro A Natural Fit With Open Data Initiative

Digital asset management solution Collaboro claims its offering is a natural fit with Adobe’s, Microsoft’s and SAP’s new Open Data Initiative, as more organisations centralise their data on a single platform to improve their customer management and improve marketing performance.   According to Warwick Boulter (main photo), co-founder and CEO of Collaboro, a leading full-service solution for managing enterprise-level […]