In 2011 the Winter Festivals further confirmed their status as the premier national winter events. At 4 locations, over 3 months more than 340,000 visitors visited the sites and enjoyed the Alpine atmosphere and the new attractions like the first ever Ice Fun Slides and Tracks. In total the events reached around 12m in Australia in addition to major international media coverage in the Guardian, BBC and CNN. The Winter Festival survey was completed by more than 1,400 respondents with unprompted recall rates of Major Partners s exceeding more than 85% and significant positive association with the Partner brands.

Reach:

Cumulative Audience: 11.6m

Online Audience: 390,000

Advertising Space Rate: $1.1m

Mentions: 314 Reports

Social Media Audience: 16,000

Visitors:

Brisbane ~115,000

Bondi ~102,000

Sydney ~84,000

Melbourne ~42,000

Highest Reach Media:

– Channel 9 Today: 1m

– Smh.com.au: 550k

– Daily Telegraph: 344k

Source: Media Monitors Quantitative Analysis June 10-Aug. 8,2011

Income bracket

Source: Attendee Survey with 1440 completes produced with:

Ethnic Background

Gender

Age

Source: Attendee Survey with 1440 completes produced with:

Social Media: Sydney Social Media: Brisbane

Source: Attendee Survey with 1440 completes produced with:

Social Media: Bondi Social Media: Melbourne

*Source: Attendee Survey with 1440 completes produced with:

Audience results:

Online Web site visits: 380k

Total Event Reach : 11,3m

Online Newsletter Reach: 121k

Total Ice Skaters: 83k

Survey Results*:

Unprompted Recall “Lipton Chai”: 76.9%

Prompted Recall “Lipton Chai”: 83%

Have a better opinion of “Lipton Chai” than before: 31%

The inaugural Brisbane Winter Festival was launch at King George Square in the heart of the Brisbane CBD. It turned out to be an amazing start as Queenslanders loved the concept. Before the event 4,500 joined the event Facebook page over a period of only 3 weeks. During the event more than 115,000 came to the site and 25,000 skaters experienced the open air rink in front of town hall and tried the new ice slide and the “Bobby” skate aid.

Key stats:

~115,000 on site visitors

25,000 skaters

Total audience reach : 1.4m

Coverage:

TV: ABC, Channel 7, Channel 10,

Print/online: Courier Mail, Brisbane Times, Sunday Mail, Sydney Morning Herald, MX Brisbane, BBC,

Highlights:

Live weather crosses on Channel 9 and Channel 10

Lipton exceeded sampling targets by 30%

The Bondi Bergstation took place in the NSW school holidays and surpassed the already very successful 2010 event with tremendous coverage on local and international media from Channel 9 to CNN and the Guardian news paper. Very high surf turned out to be a bit of a scare ,but in the end the event site remained untouched by the waves. This event lead to a headliner in the Sydney Morning Herald online web site.

Key stats:

~100,000 on site visitors

21,000 skaters

Total audience reach : >10m

Coverage:

TV: ABC, Channel 7, Channel 10,

Print/online: Daily Telegraph, Sydney Morning Herald, MX Sydney, CNN, The Guardian,

Highlights:

Dance Academy and Disney TV shows hosted at event

Media stunt with Bondi Rescue Team

The Sydney Winter Festival was set around one of the biggest ever Strepsils Cool Open Air Ice Rinks at 1,200m2. The 20m2 big screen and special theme nights nearly every nights provided an interactive opportunity for partners to present themselves and enable a hands on experiences of their products and services.

Key stats:

~84,000 on site visitors

22,000 skaters

Total audience reach : >10m

Coverage:

TV: Weather Channel, Channel 7, Channel 10,

Print/online: Daily Telegraph, Sydney Morning Herald, MX Sydney,

Highlights:

Switzerland Nights

Daily Telegraph full page report

Volvo Party

The Melbourne Winter Festival was arguably the most beautiful site in 2011 set at the magnificent backdrop of the Royal Exhibition Building.

Highlight of the event was the first ever Ice Blitz event: A relay obstacle race on the Strepsils Cool Ice Rink and ice fun track for ice hockey cracks.

Key stats:

~42,000 on site visitors

10,000 skaters

Total audience reach : >1m

Coverage:

TV: RPTV show live from site

Print/online: MX Melbourne, The Age, Herald Sun, That’s Melbourne, Hume Leader

Highlights:

First ever Ice Blitz event in Australia

Kate Ceberano skating the Ice Fun Track

On Ticket Call to Action Marketing

40 40 40 40 55 49

60

Brisbane Bondi Sydney Melbourne

Samples Distributed (in 000)

Plan Actual

Exposure to 600k audience

40,000 smiles of ice skaters

Central Magazine

Circulation 40k

New subscribers: 25,000

Increase in sales: 20%

Media Value: $1,2m

New Ice Fun Tracks Live Entertainment Stage

Echolot Pty Ltd

Level 1, 128 Crown St

Darlinghurst, NSW 2010

Email: partner@winterfestival.com.au

www.winterfestival.com.au

facebook.com/winterfestival