Despite a cap on crowd numbers, the organisers of Sydney’s Royal Easter Show have reported on the success of what was the biggest event held in the world in the past months. This year the Show welcomed 800,000 people to the event over the 12-days.
The show has long been a magnet for commercial partners looking to engage with a big audience and Network 10, Nickelodeon, Nine Radio, News Corp, The Land and ARN were along for the ride this year. Some of them literally.
KIIS haunted house – guess who scared the kids most?
ARN again presented the Kyle and Jackie O Haunted House and their branded World Famous Showbag, promoted the KIIS brand (the KIIS eye Ferris wheel) as well as WSFM’s Jonesy and Amanda and The Edge. Ben Fordham broadcast his 2GB breakfast program from the Show, Nickelodeon was promoting Teenage Mutant Ninja Turtles and The Daily and Sunday Telegraph sponsored a number of events.
Network 10 was promoting 10 News First, The Bachelor Australia, Australian Survivor, The Amazing Race Australia, The Masked Singer Australia, Neighbours, SpongeBob SquarePants, MTV, MasterChef Australia, I’m A Celebrity…Get Me Out Of Here!, South Park, and The Dog House Australia via different activations.
The Royal Agricultural Society of NSW’s head of commercial Paul Bowd told Mediaweek:
“The Show was a massive success with capacity crowds on 10 of the 12 days and an additional 20,000 attendees added on the last weekend (after approval from NSW Health). We can confidently say this year’s Show has been the biggest event in the world over the last 12 months and it will certainly go down in the RAS history books.
“The feedback I have received this year from our sponsors and exhibitors has been unbelievably positive as the crowd monitoring system and capped daily crowds allowed more customer engagement and trading well above expectations.
Paul Bowd
“Our partners have been brilliant and in an extremely challenging year they invested both financially and emotionally with us and the show wouldn’t have happened the way it did without their brilliant support. Being a not-for-profit organisation, the support of our partners allows us to continue sustainable agricultural development and allows us to educate the community about food, fibre and farming.
“Post Show there are plenty of learnings and discussions to be had as we recommence our planning of the 2022 Sydney Royal Easter Show, our 200th anniversary which will be held April 8-19, within school holidays.”
2021 Royal Easter Show
Media agency: Pearman Media
Creative agency: Banjo Bastion 30 “The Show is Back”
Rides and showbags: There were 2.1 million unique ride experiences throughout the Show and 1.8 million showbags distributed.
Crowd capacity was capped at 60,000 ticket holders on site each day, following NSW Health’s approval of the COVIDSafe Plan to allow for 1.5m distancing at all times. (This figure does not include essential workers.)
Attendees had to choose online the day that wanted to attend the Show and then print the ticket at home.
Pre-Show ticket Sales were at an all-time high.
Public Transport wasn’t included in the price of the ticket at the request of NSW Health for tracing purposes.
2GB’s Ben Fordham at the Royal Easter Show
See also: Media brands engage with audiences at the Royal Sydney Easter Show