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Demographics and Marketing

Our 2016 Audience:

• 74% Female
• 70% Aged over 40 years
• 42% Professional/executive based occupations, and
• 71% South Australian residents (29% interstate and overseas ticket buyers)

Our 2016 Marketing Activities:

• Print production of 120,000 festival booking guides
• 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

2016 Impact on South Australia:

• Gross total expenditure in South Australia estimated over $78.3 million
• Visitor related expenditure of $28.2 million
• 29% of ticket buyers travel from interstate and overseas
• 98% of the audience consider the event to be of exceptionally high importance in profiling the city and state