Research conducted following the Easter Show suggested that the Australian public believed the Sydney Royal Easter Show had lost its way. The general perception was of a loss of core values, reflected in the belief that the Show had become too commercial and lacked authenticity. In order to drive ticket sales, we knew we needed to create a shift in thinking and communicate a vision of the Show as a quintessential Australian experience, with a mix of tradition and exciting new things to see and do.

Empathising with Users
To address this challenge, we began with user research, collecting data on users' needs, preferences, and pain points. By creating personas to represent target users, we ensured the campaign resonated with diverse audiences. User journey mapping was employed to visualise interactions step by step, while contextual inquiry helped us observe user behaviour in their natural environment, offering valuable insights.

Defining the Problem
The next step involved crafting a clear problem statement to articulate the challenge at hand. We formulated How Might We Questions (HMWs) to uncover new opportunities and set goals and objectives aimed at revitalising the event’s core values.

Ideation
During brainstorming sessions, we explored a wide range of ideas, focusing on opportunity areas such as connecting urban audiences with rural traditions. Using affinity mapping, we grouped similar ideas for clarity and developed concept sketches to visualise proposed solutions.

Prototyping
We designed wireframes to outline content structure and followed up with mockups that integrated vibrant visuals, typography, and branding. To refine the campaign further, clickable prototypes were tested, moving from low-fidelity drafts to high-fidelity designs that closely mirrored the final implementation.

Testing
We conducted usability testing, gathering user feedback to iterate on designs. A/B testing allowed us to compare different creative approaches, while feedback loops ensured continuous improvement. A final heuristic evaluation validated the campaign’s usability.

Implementation
The final campaign included a design handoff, sharing detailed guidelines with developers, supported by a comprehensive style guide/design system. The result was a multi-channel marketing campaign built with responsive design principles, ensuring seamless user experiences across all devices.

By showcasing the sights, smells, tastes, and textures of the country, the campaign re-established the Sydney Royal Easter Show as an authentic and vibrant celebration, inviting attendees to experience the best of the country in the city.