annual report 2007 where City meets Country - the RNA
annual report 2007 where City meets Country - the RNA annual report 2007 where City meets Country - the RNA
The Main EventEkkA! 2007Ask a small child today what the EkkA means to them and most likelythey’ll wax lyrical about the show bags, rides, animals and the chance toeat a dagwood dog. What makes the EkkA extra special is that an adultmight say exactly the same thing, and also note that the exhibitions,competitions and displays aren’t half-bad either.No other event in Queensland is as unique and as character filled as tNo other event in Queensland is as unique andas character filled as the EkkA. This uniqueness isdemonstrated in the very people it attracts – frombackgrounds, age groups and addresses as diverseas the event itself. Every year it engenders immensecommunity spirit and excitement across industry, schooland community groups, neighbours, friends and family,as they prepare their competition entries, practice theirdance routines and performances and plan their day outat the EkkA.EkkA 2007 was no exception. While overall attendanceswere down this year, due to unforseen circumstancesassociated with the early onset of the worst influenzaseason Brisbane has seen in years, the EkkA still attractedhundreds of thousands of people.The new Animal Boulevard was extremely popular, withmore than 10,000 visitors moving through the avenueand animal nursery daily. Visitors to EkkA 2007 enjoyedgreat exhibits, entertainment, the best of Queenslandproduce and an outstanding level of competition.EkkA SponsorsThe RNA thanks its EkkA sponsors and media partnersfor their continuing support and love of the Show. Whatsets our sponsors apart from others is their recognitionthat there are some things that can be measured indollars, but most can’t. What the EkkA provides oursponsors varies depending on their overall objectivesfor being a part of our event. But the consensus amongour great sponsor team is that it is more about theirreturn on objective, rather than a return on investment.It’s about goodwill, it’s about connecting with a trulyloved Queensland event, it’s about significant exposureto their product from a captured market who alreadyhave a good feeling about being at the EkkA. It’s aboutbrand recognition and it’s about community spirit andfriendship. At the end of the day, our individual sponsorobjectives are realised in dollars, in both the long andshort term and every year the RNA looks forward tounderstanding and meeting those objectives.
Grand Champion Sponsors:Champion SponsorsBlue Ribbon Sponsors:he EkkA. This uniqueness is demonstrated in the very people it attracts.EkkA MarketingThe 2007 EkkA campaign was all about the things thatwe know and love about EkkA. From the fashion, thecompetitions, the food, the rides, the fun – the “That’sEkkA” tagline was born. Traditional elements such asagricultural competitions, Sideshow Alley, and freshfood and produce were all included in the That’s EkkAcampaign alongside recent or new elements includingAnimal Boulevard and Nova Live & loud @ EkkA. Eachelement of the EkkA was expressed through the campaignusing a specific visual and an accompanying tagline. Thefully integrated That’s EkkA campaign, launched on 26July 2007, utilised a comprehensive mix of mediumsto inform and entice the public to the upcoming Show.Billboards spanned Brisbane suburbs; bus shelters andinterior bus panels lined public transport routes whileinternet, radio and print media vehicles were also used.The synergistic approach to the campaign combiningpublic relations, advertising, promotions and sponsorship,ensured the That’s EkkA campaign received the rightexposure at the right time and through the right channels.EkkA TeamworkThe RNA has a permanent staff of 55 who manage thehundreds of events held on the RNA Showgrounds eachyear. In the months leading up to the EkkA, our staffgrows to more than 200 people incorporating casual staffand consultants. The RNA also has a team of just under900 volunteers during the EkkA, many of whom workhere year after year, taking leave from their ‘real’ jobs tobe a part of the fun. EkkA 2007 saw record volunteernumbers including 150 general volunteers, 370 Stewards,300 Judges and 75 Honorary Council Stewards.Volunteers come from all over Queensland and interstateto work with us over the ten days. With Mums, Dads andchildren often working together throughout the Show, theEkkA really is just one big fun family gathering.RNA Annual Report 2007 19
- Page 1 and 2: annual report 2007where City meets
- Page 3 and 4: table of contentsAbout the RNA 2On
- Page 6 and 7: On ShowFor more than 100 years“Na
- Page 9: Visit from HerMajesty QueenElizabet
- Page 12 and 13: EkkA 2007Thanks to the dedication a
- Page 14 and 15: Highlights for 2007Financial highli
- Page 16 and 17: On ShowThe appeal of the RNA showgr
- Page 18 and 19: RNA Showgrounds eventsand festivals
- Page 22 and 23: The Main EventEkkA! 2007 CONTINUEDW
- Page 24 and 25: On ShowYour space and your place of
- Page 26 and 27: Exhibition Space RefurbishmentConso
- Page 28 and 29: GoveranceThe people behind the RNA
- Page 30: CouncilAngus AdnamLivestock Exporte
Grand Champion Sponsors:Champion SponsorsBlue Ribbon Sponsors:he EkkA. This uniqueness is demonstrated in <strong>the</strong> very people it attracts.EkkA MarketingThe <strong>2007</strong> EkkA campaign was all about <strong>the</strong> things thatwe know and love about EkkA. From <strong>the</strong> fashion, <strong>the</strong>competitions, <strong>the</strong> food, <strong>the</strong> rides, <strong>the</strong> fun – <strong>the</strong> “That’sEkkA” tagline was born. Traditional elements such asagricultural competitions, Sideshow Alley, and freshfood and produce were all included in <strong>the</strong> That’s EkkAcampaign alongside recent or new elements includingAnimal Boulevard and Nova Live & loud @ EkkA. Eachelement of <strong>the</strong> EkkA was expressed through <strong>the</strong> campaignusing a specific visual and an accompanying tagline. Thefully integrated That’s EkkA campaign, launched on 26July <strong>2007</strong>, utilised a comprehensive mix of mediumsto inform and entice <strong>the</strong> public to <strong>the</strong> upcoming Show.Billboards spanned Brisbane suburbs; bus shelters andinterior bus panels lined public transport routes whileinternet, radio and print media vehicles were also used.The synergistic approach to <strong>the</strong> campaign combiningpublic relations, advertising, promotions and sponsorship,ensured <strong>the</strong> That’s EkkA campaign received <strong>the</strong> rightexposure at <strong>the</strong> right time and through <strong>the</strong> right channels.EkkA TeamworkThe <strong>RNA</strong> has a permanent staff of 55 who manage <strong>the</strong>hundreds of events held on <strong>the</strong> <strong>RNA</strong> Showgrounds eachyear. In <strong>the</strong> months leading up to <strong>the</strong> EkkA, our staffgrows to more than 200 people incorporating casual staffand consultants. The <strong>RNA</strong> also has a team of just under900 volunteers during <strong>the</strong> EkkA, many of whom workhere year after year, taking leave from <strong>the</strong>ir ‘real’ jobs tobe a part of <strong>the</strong> fun. EkkA <strong>2007</strong> saw record volunteernumbers including 150 general volunteers, 370 Stewards,300 Judges and 75 Honorary Council Stewards.Volunteers come from all over Queensland and interstateto work with us over <strong>the</strong> ten days. With Mums, Dads andchildren often working toge<strong>the</strong>r throughout <strong>the</strong> Show, <strong>the</strong>EkkA really is just one big fun family ga<strong>the</strong>ring.<strong>RNA</strong> Annual Report <strong>2007</strong> 19
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