Royal Easter ShowFind Your Happy Place Brand StrategyCreative & Campaign IdeaComms StrategyContent & ConnectionsProduction
‘Find Your Happy Place’ is a creative platform that builds upon the heritage and creative direction that the Sydney Royal Easter Show has followed since 2017 – the home of childhood wonder and joy, punctuated by the mnemonic device, ‘If You're Happy and You Know It’. The new creative platform has been brought to life through the entire customer experience with a strong visual identity that builds upon the iconic elements from the Sydney Royal Easter Show including the ribbons from the agriculture awards and hero brand colours of red and purple. Meanwhile the iconic 'If You're Happy and You Know It' theme song from previous campaigns has been evolved into a playful whistling device that carries throughout the different creative.
+58%
of all tickets were soldbefore the event opened
+10%
above target fortotal ticket sales
+35%
above target fortotal ticket revenue
+72%
awareness ofkey message
The ‘Find Your Happy Place’ creative platform has been designed to create consistency and cohesion across all of the show’s collateral. The visual identity has been applied across every single impression, from TVCs, social, radio and OOH through to media kits, selfie photo frames and the spectacular nightly drone show. In 2023, the campaign achieved an all time record high of pre-sale tickets.
In 2024, we continued to leverage this sense of nostalgia to continue making Sydney Royal Easter Show ticket prices worth it in tough economic times. Hoping to mirror the success of the 2023 campaign we continued to remind consumers that the Sydney Royal Easter Show is a chance to 'Find Your Happy Place.' with a multiple messaging approach that targets audiences across different motivators, showing that there is something for everyone at the event.
