McDonald's sponsors QLD's largest state-based event 'Ekka' in a deal via UM media agency
McDonald's has signed as a sponsor of Queensland's largest state-based event Ekka (short for exhibition) in a deal managed by media agency UM to help McDonalds communicate their involvement in high-quality Queensland food supplies.The big event, is staged in Brisbane annually for 10 days starting this August 9 and has become a landmark event for its mix of Queensland-based entertainment, fashion, agriculture and education showcases. Ekka was established in 1876 and now attracts more than 400,000 visitors each year.
This year McDonald's will be a major sponsor of the Ekka Beef
Cattle pavilion and will also support ad hoc smaller projects to align
the brand with high-quality Queensland production.
Says Cameron Kapernick, UM account manager: "We think an active presence for McDonald's in Ekka totally fits the brand's overall association with quality local food manufacturing and production. Most people would associate McDonald's with large scale, national integrated communications campaigns, but considering the icon status of Ekka among Queenslanders, the event is perfect as a state-based brand platform."
Says Cameron Kapernick, UM account manager: "We think an active presence for McDonald's in Ekka totally fits the brand's overall association with quality local food manufacturing and production. Most people would associate McDonald's with large scale, national integrated communications campaigns, but considering the icon status of Ekka among Queenslanders, the event is perfect as a state-based brand platform."
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