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2014 Demographics and Marketing



Our Audience:

• In excess of 429,000 attendees
• 77% Female
• 81% Aged over 40 years
• 55% Professional/ executive based occupations, and
• 71% South Australian residents (29% interstate and overseas ticket buyers)

Our Marketing Activities:

• Print production of 180,000 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, Foursquare and mobile applications

Impact on South Australia:

• A direct net economic impact of $24 million to the state
• $15.5 million of new revenue to the state as a result of direct visitor spend
• 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