Demographics and Marketing
Our Audience:
- In excess of 320,000 attendees
- 74% Female
- 53% Aged 40 – 64 years
- 22% Aged 18 – 39 years
- 64% of Professional/ executive based occupations, and
- 92% South Australian residents
Our Marketing Activities:
- Print production of 220,000 Festival booking guests (64 pages/ full colour)
- Innovative leverage of media partnerships, including national coverage
- Extensive advertising campaigns across print, television, radio, online, transit and outdoor media
- Execution of a publicity campaign generating more than 1.000 print media articles, over 100 online publications and 8 dedicated television stories
- Inclusion of social media platforms including Facebook, Twitter and Foursquare
Impact on South Australia:
- A direct net visitor economic impact of approximately $25 million to the state
- 97% of the audience consider the event to be of exceptionally high importance in profiling the city and state
- 26% of ticket buying audience attended the event from interstate or overseas
