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Ek holiday guide and best day ever

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Prospectus for the Essential Kids School Holiday Guide and Best.Day.Ever event, brought to you by Fairfax Events.

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FAIRFAX EVENTS. WHO ARE WE AND WHAT DO WE DO?

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FAIRFAX EVENTS.Since 1971, Fairfax Events

has partnered with key stakeholders to deliver

world class, mass participation experiences, providing significant social

and economic impact to local communities.

30+ EVENTSConsumer, Business and Regional events

across Australia and New Zealand

1.8M ATTENDEESTo events per year and growing

FAIRFAX NETWORKSupport comprising metropolitan, regional

and community print, digital, mobile, tablet and radio channels

$30 MILLIONRaised for charity

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FAIRFAX AUDIENCE.

62%OF AUSTRALIANS CONSUME

FAIRFAX CONTENT. 12 MILLION

DE-DUPLICATED AUDIENCE

PRINT MOBILE/ TABLET WEB EVENTS

• 6.5 million print readers

• 5 million readers of national and metro newspapers

• 2.5 million readers of inserted magazines

• 2.1 million readers regional/

community newspapers

• 1.9 million use news sites or apps on mobile or tablet device

• 1.2 million access news on a tablet

• 1.2 million access news on a mobile

• 6.3 million visit websites

• 4 million visit news websites

• 3.7 million national and metro news websites

• 821,000 regional news websites

• 1.5 million food and wine event attendee’s

• 250,000 sport event attendee’s

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AMPLIFICATION Sponsorship provides meaningful content for brands to build a brand story and amplify across media

ADVOCACYEvents build brand advocates through one to one interaction, an opportunity to strengthen the bond between the brand and the consumer

BRAND STORYEvents provide the opportunity to engage a passionate audience in your desired context where consumers become part of the brand story

CAMPAIGN Events provide the opportunity to build a long term campaign centred around leveraging

WHY EVENTS?

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INTRODUCING A NEW EVENT FOR THE PARENTING SPACE…

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School Holiday Guide

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A new festival of events for Sydney, designed for parents who know that having kids is not about missing out, it’s about discovering more. Fairfax Media invites leading brands to partner with us on our new event- The Essential Kids Best.Day.Ever, incorporating The Essential Kids School Holiday Guide. Our events serve as a platform for content creation to be shared with our audience of 12 million Australians.With an integrated media schedule, the partnership provides an opportunity to extend engagement with Australia’s #1 parenting community.

INTRODUCTION.

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EVENT OBJECTIVES .

PARENTING AUTHORITY

Bring to life the Essential Kids brand, creating a unique event that continually positions EK as the leading parenting brand in Australia

PROGRAM EVENTS

Engagement of the parenting and family entertainment industries in Sydney through a program of events that drive participation and ticket sales for both local and national audiences

COLLABORATION

Collaboration with partners to create unique and interesting experiences as features and industry events within the program

CONTENT

Create content through our partnerships that will deliver mutual benefit for Essential Kids and our partner audiences

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SO WHAT IS IT?

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We are aiming for a program of approx 150 satellite events hosted by companies in and around Sydney during the Sept/Oct school holidays, such as:

Taronga Zoo Circus SchoolsSea Life Sydney Sydney AquariumWild Life Sydney Zoo CinemasAustralian Reptile Park Dance SchoolsThe Art Gallery of NSW NIDALuna Park The MCAThe Powerhouse Museum Learn to Surf SchoolsThe Australian Museum Sports CampsAquatic Centres JamberooWet n’ Wild Libraries

The School Holiday Guide of events will be promoted on the official Essential Kids School Holiday and Best.Day.Ever website and printed in The Sydney Morning Herald/Sun Herald and distributed in high parenting areas in and around Sydney.

As part of the program of events, we will be creating the Best.Day.Ever - a 3 day event held in October 2016, and heavily promoted in the School Holiday Guide

G U I D E .2016 ESSENTIAL KIDS SCHOOL HOLIDAY

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BEST.DAY.EVERSYDNEY – SEPTEMBER 2016, PARRAMATTA PARK

Our aim is to create a space for Sydney families like no other , that celebrates music, food , entertainment and fun for all the family.

Our guests can enjoy music for all ages at our entertainment stages, join a cookery class with the kids, browse a range of specialty food stalls, let their hair down at the fun fair, participate in science experiments, milk a cow, pot a plant, get creative in our arts and crafts classes, learn to

dance, catch a movie in the outdoor cinema, or simply relax and enjoy spending time with their family in beautiful surroundings.

We hope to make it a fun, accessible and affordable event bringing happiness to the masses.

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FORMAT.3 DAYS - SYDNEY OCTOBER 2016, PARAMATTA PARK

Time: 10am to 8pm daily

Register: online for your free ticket (data capture)

Option: Ticket upgrades to include different experiences , for example:- Meet and greet with entertainment/talent- Take part in workshops (cooking, gardening, craft)- VIP section in outdoor cinema- Unlimited carnival rides

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MUSIC STAGES.OUTDOOR CINEMA.SILENT DISCO.FUN FAIR.

ENTERTAINMENT.

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COOKING.GARDENING.CRAFT.SCIENCE AND TECHNOLOGY.

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GET ACTIVE.SPORTS.DANCE CLASSES.CIRCUS SCHOOL.

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FURRY FRIENDS.ANIMAL FARM.COW MILKING.PONY RIDES.CHICKEN HATCHING.REPTILE SHOWS.

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HOW WILL WE GET PEOPLE THERE?

Participation in the Essential Kids School Holiday Guide and the Best.Day.Ever event profiles your business via an extended marketing and promotional campaign, beginning in July 2016 and continuing through to the end of the September/October school holidays.

The Essential Kids School Holiday Guide, featuring Best.Day.Ever, will be printed in the Sydney Morning Herald, and distributed to high parenting areas in and around Sydney, and supported by an official Essential Kids School Holiday Guide website.

Extensive additional marketing will be via Fairfax publications (newspapers and magazines), in print and on-line across Australia, through Essential Kids online community, as well as via national and international media partners (TV, radio, digital, social). A strong PR campaign will ensure maximum editorial opportunities.

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OUR AUDIENCE.

• Australia’s #1 parenting community • 93% of the Essential Kids audience are

mothers between 25-44 years• 69% of Essential Kids audience have 2 or

more children• Over 245,000 members • 4,000 members online at anyone time• 75% of members visit Essential every day• There are over 144 new topics created daily

and over 1 Million topics in total within the forums. • 77% of the audience pass on Essential

information to family & friends.• 76% use Essential as an information source • Over 2,600 posts are made every day.

Over 11.3 million page impressions

1.4m unique audience / month

25:09 min engagement

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$4MWORTH OF VALUE

EXPOSURE THROUGH ALL PR AND MARKETING ACTIVITY

SURROUNDING EVENTS NATIONALLY AS WELL AS

OUR REGIONAL TITLES.

MARKETING & PR.

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LEVERAGING OUR REGIONAL TITLES.

Bay PostBega District NewsBlayney ChronicleBombala TimesBoorowa NewsBorder NewsBraidwood TimesCamden Haven CourierCanberra TimesSunday Canberra TimesCanowindra NewsCentral Western DailyColeamabally ObservorColourworldCooma-Monaro ExpressCootamundra HeraldCountry LeaderCowra GuardianCrookwell GazetteDaily LiberalDungog ChronicleEastern Riverina ChronicleEurobadalla IndependentExpress Extra (Armidale)Focus (Coffs Coast)Focus (Greater Port Macquarie)Weekly

Glen Innes ExaminerGloucester AdvocateGoulburn PostGreat Lakes AdvocateGreat Lakes ExtraGuardian NewsHarden Murrumburrah ExpressHibiscus HappeningsHighlands PostHunter Valley NewsHunter Valley Star NewsIllawarra MercuryKiama IndependentLake TimesLithgow MercuryMacleay Valley HappenyingsMagnetMailbox ShopperManning River TimesMerimbula News WeeklyMid Coast HappeningsMid Coast ObservorMid State ObservorMilton Ulladulla TimesMoree ChampionMoruya ExaminerMudgee GuardianMuswellbrook ChronicleNamoi Valley IndependentNarooma News

Narromine NewsNewcastle HeraldNyngan ObserverOberon ReviewParkes Champion–PostPort Macquarie ExpressPort Macquarie NewsPort Stephens ExaminerPost WeeklyPro-AgProperty PressPublic Sector InformantSapphire CoasterSenior Lifestyle - South CoastShoalhaven & Nowra NewsSnowy TimesSouth Coast RegisterSouthern Cross (Junee)Southern Highland NewsSouthern WeeklySummit SunTamworth TimesTenterfield StarThe Advertiser (Cessnock)The Area News (Griffith)The Armidale ExpressThe Bellingen Shire Courier SunThe ChronicleThe Daily Advertiser (wagga)The Grenfell Record

The Guyra ArgusThe Inverell TimesThe Irrigator (Leeton)The Lakes MailThe Leader (Wagga)The Macleay ArgusThe Maitland MercuryThe Mudgee WeeklyThe Newcastle & Lake Macquarie StarThe Northern Daily LeaderThe Queanbeyan AgeThe Ridge NewsThe RuralThe Scone AdvocateThe Singleton ArgusThe Young WitnessTown & Country (Hunter Valley/North Coast)Town & Country MagazineWalcha NewsWauchope GazetteWellington TimesWestern AdvocateWestern MagazineWestern TimesWingham ChronicleWollongong AdvertiserYass Tribune

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OUR PARTNERS.

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Category exclusivity and acknowledgment Branding across The Essential Kids Holiday Guide and

Best.Day.Ever marketing campaigns Advertising throughout the websites and associated

assets as well as digital and social media posts Integration within the official Essential Kids School

Holiday Guide and associated assets Activation opportunities at Best.Day.Ever event Opportunity to leverage the partnership and access to

intellectual property Opportunity to engage with a family-oriented audience Access to data and reporting Hospitality, VIP invitations, money-can’t-buy experiences Opportunity to work with other partners

PARTNERSHIP BENEFITS.

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CONTACT US.

Sarah Pohlman - Business Development Director

0424 638 848

[email protected]

Lisa Dowsett - General Manager, Operations

0414 522 327

[email protected]

Cory Watson - Event Director, Parenting

0418 226 332

[email protected]