2011 Winter Festival Partner Results


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Results for Partners at Winter Festivals 2011

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2011 Winter Festival Partner Results

  1. 1. In 2011 the Winter Festivals further confirmed their status as the premier nationalwinter events. At 4 locations, over 3 months more than 340,000 visitors visited thesites and enjoyed the Alpine atmosphere and the new attractions like the first everIce Fun Slides and Tracks. In total the events reached around 12m in Australia inaddition to major international media coverage in the Guardian, BBC and CNN. TheWinter Festival survey was completed by more than 1,400 respondents withunprompted recall rates of Major Partners s exceeding more than 85% andsignificant positive association with the Partner brands.Reach:Cumulative Audience: 11.6mOnline Audience: 390,000Advertising Space Rate: $1.1mMentions: 314 ReportsSocial Media Audience: 16,000Visitors:Brisbane ~115,000Bondi ~102,000Sydney ~84,000Melbourne ~42,000Highest Reach Media: – Channel 9 Today: 1m – Smh.com.au: 550k – Daily Telegraph: 344k Source: Media Monitors Quantitative Analysis June 10-Aug. 8,2011
  2. 2. Gender Income bracketAge Ethnic Background Source: Attendee Survey with 1440 completes produced with:
  3. 3. Social Media: Sydney Social Media: Brisbane Source: Attendee Survey with 1440 completes produced with:
  4. 4. Social Media: Bondi Social Media: Melbourne Source: Attendee Survey with 1440 completes produced with:
  5. 5. Audience results:Online Web site visits: 380kTotal Event Reach: 11,3mOnline Newsletter Reach: 121kTotal Ice Skaters: 83kSurvey 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:
  6. 6. The inaugural Brisbane Winter Festival was launch at King George Square in theheart of the Brisbane CBD. It turned out to be an amazing start as Queenslandersloved the concept. Before the event 4,500 joined the event Facebook page over aperiod of only 3 weeks. During the event more than 115,000 came to the site and25,000 skaters experienced the open air rink in front of town hall and tried the newice slide and the “Bobby” skate aid.Key stats:~115,000 on site visitors25,000 skatersTotal audience reach : 1.4mCoverage: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 10Lipton exceeded sampling targets by 30%
  7. 7. The Bondi Bergstation took place in the NSW school holidays and surpassed thealready very successful 2010 event with tremendous coverage on local andinternational media from Channel 9 to CNN and the Guardian news paper. Veryhigh surf turned out to be a bit of a scare ,but in the end the event site remaineduntouched by the waves. This event lead to a headliner in the Sydney MorningHerald online web site.Key stats:~100,000 on site visitors21,000 skatersTotal audience reach : >10mCoverage:TV: ABC, Channel 7, Channel 10,Print/online: Daily Telegraph, Sydney Morning Herald, MX Sydney, CNN, TheGuardian,Highlights:Dance Academy and Disney TV shows hosted at eventMedia stunt with Bondi Rescue Team
  8. 8. The Sydney Winter Festival was set around one of the biggest ever Strepsils CoolOpen Air Ice Rinks at 1,200m2. The 20m2 big screen and special theme nightsnearly every nights provided an interactive opportunity for partners to presentthemselves and enable a hands on experiences of their products and services.Key stats:~84,000 on site visitors22,000 skatersTotal audience reach : >10mCoverage:TV: Weather Channel, Channel 7, Channel 10,Print/online: Daily Telegraph, Sydney Morning Herald, MX Sydney,Highlights:Switzerland NightsDaily Telegraph full page reportVolvo Party
  9. 9. The Melbourne Winter Festival was arguably the most beautiful site in 2011 set atthe magnificent backdrop of the Royal Exhibition Building.Highlight of the event was the first ever Ice Blitz event: A relay obstacle race on theStrepsils Cool Ice Rink and ice fun track for ice hockey cracks.Key stats:~42,000 on site visitors10,000 skatersTotal audience reach : >1mCoverage:TV: RPTV show live from sitePrint/online: MX Melbourne, The Age, Herald Sun, That’s Melbourne, HumeLeaderHighlights:First ever Ice Blitz event in AustraliaKate Ceberano skating the Ice Fun Track
  10. 10. On Ticket Call to Action Marketing
  11. 11. Samples Distributed (in 000) Plan Actual 55 60 40 40 49 40 40Brisbane Bondi Sydney Melbourne
  12. 12. New subscribers: 25,000 Exposure to 600k audience 40,000 smiles of ice skatersIncrease in sales: 20% Media Value: $1,2m Central Magazine Circulation 40k
  13. 13. New Ice Fun Tracks Live Entertainment Stage
  14. 14. Echolot Pty LtdLevel 1, 128 Crown StDarlinghurst, NSW 2010Email: partner@winterfestival.com.auwww.winterfestival.com.au facebook.com/winterfestival