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Demographics and Marketing

Our 2015 Audience:

• In excess of 600,000 attendees
• 74% Female
• 81% Aged over 40 years
• 55% Professional/ executive based occupations, and
• 71% South Australian residents (29% interstate and overseas ticket buyers)

Our 2015 Marketing Activities:

• Print production of 180,000 Festival booking guides (79 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, INstagram, LinkedIn, Youtube and mobile applications

2015 Impact on South Australia:

• Gross total expenditure in South Australia estimated over $74.4 million
• A direct net economic impact of $27.7 million to the state
• 29% of ticket buyers travel from interstate and overseas
• 94% of the audience consider the event to be of exceptionally high importance in profiling the city and state