Brilliant Logic aiming to keep Woolworths as Carols in the Domain sponsor

Brilliant Logic signed Woolworths as the event’s naming sponsors five years ago, and have worked closely with them to identify opportunities to strengthen the relationship and increase the value of the sponsorship.

Brilliant Logic has managed publicity and sponsorship for what has become Australia’s biggest free public event since 2003. This year’s concert saw record crowds that resulted in being closed by police.

The live event in the Domain is attended by around 80,000 people and watched live on the Seven Network by around 1.5 million more.

“Our association with the event began in 2003, when we were hired by event producers activeTV to publicise the event,” said Brilliant Logic Managing Director, Louise Duff. “Despite the national television broadcast, the event was always seen by national media as being Sydney-centric and experienced resistance from media outside of Sydney to cover the event, which in turn was affecting its appeal to potential sponsors.”

“We developed a number of strategies to increase coverage not only in capital cities outside NSW, but in regional media markets, in order to reposition the event as having a truly national scale. The event is increasingly seen as Australia’s premiere Christmas concert.

“This event gives us the opportunity to work with talented and creative people like Engelbert Humperdinck, Kate Ritchie, Delta Goodrem and Leo Sayer,” said Ms Duff.

Back Send us your comments