Results for Partners at Winter Festivals 2011

7. In 2011 the Winter Festivals further confirmed their status as the premier national
winter events. At 4 locations, over 3 months more than 340,000 visitors visited the
sites and enjoyed the Alpine atmosphere and the new attractions like the first ever
Ice Fun Slides and Tracks. In total the events reached around 12m in Australia in
addition to major international media coverage in the Guardian, BBC and CNN. The
Winter Festival survey was completed by more than 1,400 respondents with
unprompted recall rates of Major Partners s exceeding more than 85% and
significant positive association with the Partner brands.
Reach:
Cumulative Audience: 11.6m
Online Audience: 390,000
Advertising Space Rate: $1.1m
Mentions: 314 Reports
Social Media Audience: 16,000
Visitors:
Brisbane ~115,000
Bondi ~102,000
Sydney ~84,000
Melbourne ~42,000
Highest Reach Media:
– Channel 9 Today: 1m
– Smh.com.au: 550k
– Daily Telegraph: 344k
Source: Media Monitors Quantitative Analysis June 10-Aug. 8,2011

8. Gender Income bracket
Age Ethnic Background
Source: Attendee Survey with 1440 completes produced with:

9. Social Media: Sydney Social Media: Brisbane
Source: Attendee Survey with 1440 completes produced with:

10. Social Media: Bondi Social Media: Melbourne
Source: Attendee Survey with 1440 completes produced with:

11. Audience results:
Online Web site visits: 380k
Total Event Reach: 11,3m
Online Newsletter Reach: 121k
Total Ice Skaters: 83k
Survey Results*:
Unprompted Recall “Lipton Chai”: 76.9%
Prompted Recall “Lipton Chai”: 83%
Have a better opinion of “Lipton Chai”
than before: 31%
*Source: Attendee Survey with 1440 completes produced with:

12. The inaugural Brisbane Winter Festival was launch at King George Square in the
heart of the Brisbane CBD. It turned out to be an amazing start as Queenslanders
loved the concept. Before the event 4,500 joined the event Facebook page over a
period of only 3 weeks. During the event more than 115,000 came to the site and
25,000 skaters experienced the open air rink in front of town hall and tried the new
ice slide and the “Bobby” skate aid.
Key stats:
~115,000 on site visitors
25,000 skaters
Total audience reach : 1.4m
Coverage:
TV: ABC, Channel 7, Channel 10,
Print/online: Courier Mail, Brisbane Times, Sunday Mail, Sydney Morning Herald,
MX Brisbane, BBC,
Highlights:
Live weather crosses on Channel 9 and Channel 10
Lipton exceeded sampling targets by 30%

13. The Bondi Bergstation took place in the NSW school holidays and surpassed the
already very successful 2010 event with tremendous coverage on local and
international media from Channel 9 to CNN and the Guardian news paper. Very
high surf turned out to be a bit of a scare ,but in the end the event site remained
untouched by the waves. This event lead to a headliner in the Sydney Morning
Herald online web site.
Key stats:
~100,000 on site visitors
21,000 skaters
Total audience reach : >10m
Coverage:
TV: ABC, Channel 7, Channel 10,
Print/online: Daily Telegraph, Sydney Morning Herald, MX Sydney, CNN, The
Guardian,
Highlights:
Dance Academy and Disney TV shows hosted at event
Media stunt with Bondi Rescue Team

14. The Sydney Winter Festival was set around one of the biggest ever Strepsils Cool
Open Air Ice Rinks at 1,200m2. The 20m2 big screen and special theme nights
nearly every nights provided an interactive opportunity for partners to present
themselves and enable a hands on experiences of their products and services.
Key stats:
~84,000 on site visitors
22,000 skaters
Total audience reach : >10m
Coverage:
TV: Weather Channel, Channel 7, Channel 10,
Print/online: Daily Telegraph, Sydney Morning Herald, MX Sydney,
Highlights:
Switzerland Nights
Daily Telegraph full page report
Volvo Party

15. The Melbourne Winter Festival was arguably the most beautiful site in 2011 set at
the magnificent backdrop of the Royal Exhibition Building.
Highlight of the event was the first ever Ice Blitz event: A relay obstacle race on the
Strepsils Cool Ice Rink and ice fun track for ice hockey cracks.
Key stats:
~42,000 on site visitors
10,000 skaters
Total audience reach : >1m
Coverage:
TV: RPTV show live from site
Print/online: MX Melbourne, The Age, Herald Sun, That’s Melbourne, Hume
Leader
Highlights:
First ever Ice Blitz event in Australia
Kate Ceberano skating the Ice Fun Track

23. On Ticket Call to Action Marketing

24. Samples Distributed (in 000)
Plan Actual
55 60
40 40 49 40 40
Brisbane Bondi Sydney Melbourne

25. New subscribers: 25,000
Exposure to 600k audience
40,000 smiles of ice skaters
Increase in sales: 20%
Media Value: $1,2m Central Magazine
Circulation 40k

26. New Ice Fun Tracks Live Entertainment Stage

27. Echolot Pty Ltd
Level 1, 128 Crown St
Darlinghurst, NSW 2010
Email: partner@winterfestival.com.au
www.winterfestival.com.au
facebook.com/winterfestival