THE BRIEF

We were tasked with delivering a PR campaign to promote the Sydney Fair 2024. The highly coveted event was once again held at Royal Randwick Racecourse, featuring more than 50 of Australia’s premier dealers exhibiting thousands of unique, high-quality, and treasured items. The objective was to spread awareness of the fair to encourage visitation and drive ticket sales.

We were tasked with delivering a PR campaign to promote the Sydney Fair 2024 and again in 2025. The highly coveted event was held at Royal Randwick Racecourse, featuring more than 50 of Australia’s premier dealers exhibiting thousands of unique, high-quality, and treasured items. The objective was to spread awareness of the Fair, encourage visitation and drive ticket sales.

OUR RESPONSE

We worked closely with the Sydney Fair team, including the dealers and experts, facilitating interviews to secure widespread media coverage. To achieve this, we drafted a range of media materials, including a media release and news alert, which were sent to key media outlets alongside targeted pitches that highlighted the unique and interesting items that were being shown at the Fair and the fashion parades and talks that are run concurrently at the Fair.

RESULTS

The PR campaign reached an approximate total audience of over 4million in 20204 and over 167million in 2025 through traditional monitored media coverage, with an advertising space rate (ASR) of $605k in 2024 and $2.4million in 2025. Key coverage included multiple ABC radio interviews, features in The Daily Telegraph, TV news segments on ABC News Breakfast and Channel 7 evening news, and online listings on Urban List, Australian Arts Review, and Secret Sydney. Additionally, we secured a story with AAP, which was syndicated to over 78 different publications across Australia.  The Guardian attended the Fair and used the 100 years of Art Deco fashion parade for a photo special.