Riding on the success of winning the Best Marketing Campaign in the Australian Event Awards last year, the Sydney Royal Easter Show has launched their campaign for 2011. Featuring an animated race through the Australian outback between three of the Show’s animal mascots, the campaign, whose strategy was produced by DDI, centres around a TVC and is strongly supported by digital media.

John Speers, general manager of DDI says: "Animation is used for The Easter Show because its all about fun. But it also has its roots in animals and agriculture. So when you want to convey animals and agriculture in a fun way then you are naturally drawn to an animation technique which brings the real heroes of The Show alive"    

For the first time this year, there will be an iPhone App that houses interactive maps, timetables and an itinerary planner to help visitors better plan their visit to the Show. E-vouchers can also be bought online at http://www.eastershow.com.au for discounts.

The Show, according to a spokesperson, is the largest annual event in the Southern Hemisphere and will begin on Thursday, 14 April. Each year, the Show attracts up to 900.000 visitors and contributes over $500million to the New South Wales economy.