The Royal Agricultural Society of NSW is launching a new campaign for the Sydney Royal Easter Show taking aim directly at the cost-of-living crisis by focusing on value for money and nostalgia.

The campaign, created by Connecting Plots, aims to replicate the success of the 2023 campaign, which saw 58% of all tickets sold before the event opened. The messaging has shifted to emphasise value for money due to increased cost of living pressures on Australian households.

The Sydney Royal Easter Show boasts over 90% awareness within the state of NSW. The campaign will utilise a multiple messaging approach to target different audiences and motivators. The show will run from Friday 22 March 2024 to Tuesday 2 April 2024.

“Our ‘Find Your Happy Place’ brand message evokes memories and joy in young and old, evidenced by how it exceeded targets by more than 10% last year,” said Head of Marketing at the Royal Agricultural Society of NSW, Frances Jewell.

Creative Partner at Connecting Plots, John Gault, said the brand platform ‘Find Your Happy Place’ has struck a chord with people.

"It reminds them of the power of joy in creating life-long memories, and we’re confident it will continue to build on the success of last year," he said.