Featuring the latest lines and gear from the most progressive elite and underground brands, appearances and demos by top pros, live installations, art, music and entertainment. Experience the future of action sports - now.
IS THE ONLY ACTION SPORTS EXPO IN AUSTRALIA AND IN 2012 IS SET TO BECOME A HUB FOR THE INDUSTRY Australia is the world’s action sports Mecca. More people are into action sports here than all of the conventional sports combined – and it’s no armchair relationship either. Action sports fans are active – out there and doing it. Nowhere else on the planet is the population so absorbed in the lifestyle, the gear, the clothing and the technology or defined by the pure pursuit of these passions. Participation in action sports is growing daily; shaping trends nationally and is a cornerstone of Australian lifestyle. For brands looking to make a major impact within the most important, predominantly male demographic in the country – BADLANDS presents an exciting opportunity.
BADLANDS is a two day consumer show featuring the latest lines, accessories, hard goods, gear and apparel from the most progressive elite and underground action sports brands in the world. The show features over 150 custom booths as well as demos and appearances by top pro’s, artist installations and live performances by guest bands and DJ’s in an inspiring central location. A selection of trade only side events, including awards, seminars, launches and networking opportunities also form a part of the schedule. BADLANDS events will see more than 40,000 fans through the doors across the 2 days in each city, with millions of dollars of gear, apparel, footwear, swimwear, accessories and products on show from the leading action sports brands in the industry. BADLANDS is all about the independent, free spirit of action sports. Beyond the latest products and gear on display, the show emphasises the art, music and culture of the industry and does so with a high regard for style and design sensibility. Naturally all of the major action sports industries are represented at BADLANDS. However core to the event is the support of the sports that typically fly below the radar as well as the brands on show. BADLANDS gives a platform to the most progressive, street-fuelled lines that are breaking barriers, as well as the established elite that paved their way. It is a forum that is as much about tomorrow as it is about now.
BADLANDS will launch in Sydney in 2012, expanding to include Melbourne and the Gold Coast in 2013. The Sydney event is located only 5km from the CBD, 8km from Sydney Airport and 200m from Sydney’s rail network. With ample parking and every form of public transport available, BADLANDS is within reach of all action sports fans and will draw a large audience from interstate to compliment the influx of local and regional visitors. As such, many of the brands on hand will use the first Sydney show as the national launching pad for new products, lines and gear and will step up to national involvement as of 2013. BADLANDS will showcase the most cutting-edge and inspired action sports lines from here in Australia and around the world and is setup to make sure that it’s all about the product. Exhibitors have the opportunity to present themselves in line with their unique philosophy and within their own brand culture and setting. For the right brands it’s a unique opportunity to speak directly to your core audience, as well as expose your range to crossover customers and network with industry peers. For potential sponsors, BADLANDS presents a unique opportunity to collaborate within an environment that is unlike any other in the country. Attendees are switched-on and inspired; absorbed in their quest to get their hands on the latest gear on offer. Alignment with BADLANDS provides an exciting avenue to hit your target head on.
Adventurous, lives life to the full
87% Enjoys travel, outdoors, actively involved in sport
93% Fit, connected and inspired
98% Australia lacks a truly authoritative environment for the action sports industry to come together as a whole and build a united community around common passions. BADLANDS will make a dramatic impact with a modern thinking approach that speaks directly to a significantly large audience that despite sharing crossover spending behaviour has typically been fragmented and not unified under one industry umbrella. A significant proportion of the audience are the core action sports customers who adopt new styles early on and cement mass-market consumer trends. BADLANDS offers brands an environment to communicate with this attractive customer base in a focused and in-depth way, at key seasonal periods.
40+ 16%
14-17 18%
Avid user of new technology
77% High interest in the web and new media
78% Leads a full and busy lifestyle
30-40 19%
18-24 27% 25-30 20%
Core Age 20-29
81% Risk taking
75% Influence friends and family
78%
High disposable income, prioritises expenditure on passions
76% Makes purchasing decisions based on quality, reputation and style
83%
86% Constantly building product knowledge Define themselves by sporting passions
86% MALE 82%
Absorb trends and translates them into their own individual style
Strong connection to community and peer group
88%
77% Continually upgrading to latest and greatest
81%
THE AUDIENCE IS FIERCELY LOYAL. GENUINE. AND CAN SEE THROUGH THE SPIN. BADLANDS is unique in its ability to appeal to the young boundary breakers, the older guard that paved their way and the group in between that just want to be immersed in and inspired by the movement at large. The BADLANDS audience is fiercely loyal; they are genuine and can see through the spin. They define themselves by the sports they are into. Even those that only manage to get into it on weekends or on holidays still see themselves first as a surfer, a skater, a climber, a rider. And it goes beyond just the act itself; this crew has a deep interest in representing their culture through their actions and lifestyle - they carry it into their daily lives and will do for life.
They are a passionate, critical audience; they are excited by the ‘latest’ – the latest gear, the latest products, technology, trends, ideas and experiences. Extending from their core passion, they are also crossover consumers of several other categories within the wider action sports industry. They do their best to live for the moment and are highly linked to others in their community; sharing inspiration and information freely. BADLANDS provides these people with a platform to connect and fuel this passion. For each action sports category we represent we take a very simple approach; we focus on the act, the gear and the experience - and build the BADLANDS brand as an authority, commanding attention and respect right across the central 16-35 year-old range, with a core focus on 20-29 year-olds.
ACTIONS ALLIANCES AND BOLD NEW FRONTIERS
BADLANDS is deploying an advertising campaign across print, television, radio, street press, street marketing and the web via the most influential media outlets in the space. Each placement is handpicked by the BADLANDS team and provides select sponsors opportunities to be part of the mix. Supporting this is a range of promotional material - program, posters, flyers, EDMs, invitations, cards, etc that also offer opportunities for sponsors to participate. Additionally, BADLANDS will launch a biannual magazine, 100,000 copies of each issue to be distributed free via leading action sports retailers in Sydney, Melbourne and Brisbane/GC.
BADLANDS has established media relationships across print, digital, radio and television via a series of key partnerships. These relationships provide BADLANDS the opportunity to expand reach across all relevant industry niches as well as more broadly into the mainstream. These relationships also provide excellent avenues for sponsors to leverage their involvement further via specific concepts and a customised approach to the sponsorship opportunity.
Publicity & PR management is handled by Tango Communications, a leading agency with a pedigree in the action sports industry that is second to none. Tango is the founder of Australia’s richest skateboard contest series, the Mt Dew Battle for Supremacy, founder of The Australian Pro Tour of Wakeboarding, the concept and launch agency behind Monster Skate Park, PR for the Pepsi Max team, RedBull X-Fighters Cockatoo Island – and the list goes on. There is no one better than Tango to assist BADLANDS in this regard - placing the event in a great position to deliver the best outcomes to sponsors and partners.
BADLANDS is owned and operated by SUBDVSN a leading events and content company specialising in the Australian youth market. At our core we represent cutting edge clients with event properties ranging from Semi-Permanent, the number one design expo in the southern hemisphere, through to the Australian Pro/Am Skateboarding Tour. We also provide custom content, media, event management and activation and have founded a number of iconic publications - including YEN magazine and Dazed & Confused Aus/NZ, plus a range of websites and events in the youth market.
BADLANDS will launch a bi-annual magazine that will behand delivered to the target demographic as well as distributed free via key action sports, fashion and music retailers in our three markets; Sydney, Melbourne and Brisbane/GC. The magazine will be 80 pages, 210 x 260m, with a CAB audited circulation of 100,000 copies per issue and forecast readership in excess of 350,000. The magazine will provide a tangible presence in each city and a means to communicate what is happening in the BADLANDS world to fans and brands. Proudly Australian, with a solid commitment to supporting the local action sports industry, the magazine will feature exclusive articles and imagery from the best contributors in the country and overseas. The magazine provides an exciting opportunity for sponsors and partners to reach a unique audience. Involvement provides the occasion to bring your brand to life and gain credibility and cut through with this often difficult to reach market. The high circulation, plus it’s sought after hand-to-hand delivery and distribution via key venues and retailers will ensure the BADLANDS magazine provides a highly attractive solution for advertisers looking to access the demographic that BADLANDS represents. Advertising space in BADLANDS magazine is limited, with preference given to event sponsors and exhibitors. A full rate card is available on request.
To co-incide with the launch of the Sydney event, BADLANDS will unveil the first annual BADLANDS book - a limited edition, collectible, coffee-table quality publication. The book will be distributed nationally in Australia through most major chains, independents and specialty stores as well as via key action sports retailers. BADLANDS books will also be available annually at each of the events around the country. RRP $35. The book offers sponsors an additional opportunity to reach the target demographic in a credible manner. A range of inclusions are on offer to a limited number of sponsors from branding and advertising placements to special paper treatments, cover wraps, loose inserts and other custom concepts.
BADLANDS magazine and books will be made available online in digital format. Access to digital copies are free of charge via the members-only area on the BADLANDS website – which is accessed when a user becomes a member of the site by supplying their contact details and opting in for our email update service. Digital copies are a key driver of the BADLANDS subscriber base for e-newsletters and EDMs. Digital copies extend the reachof the hard copy publications and will also be coded to learn more about our audience, gather statistics and gain valuable feedback.
BADLANDS is supported by a schedule of side events which include exhibitions, parties, awards, screenings, promotions and launches. Collectively these events combine to deliver the festival-like atmosphere of the overall BADLANDS experience. These events are a major highlight to the program and offer individual and umbrella opportunities for sponsors to integrate further with BADLANDS as well as interact with the wider community. BADLANDS Action Sports Photographer of the Year The BADLANDS Action Sports Photographer of the Year is a showcase for the very best in Australian action sports photography, honouring the top photographers in the business via an invite only, trade event on the Saturday night of the expo. Organised by the BADLANDS team, in conjunction with an A-list of industry partners, the BADLANDS Action Sports Photographer of the Year will fast become one of the most sought after photographic accolades in the country.
No longer is it possible to exist as a brand without seriously considering a whole range of emerging environments and applications, not least of which the burgeoning digital landscape and the bounds of social media. BADLANDS accesses a range of digital avenues to deepen the relationship with our community via content creation and aggregation, blogger outreach and management, strategic alignments and partnerships, advocacy programs and incentives via the following channels.
The BADLANDS website features daily updates on company developments as well as the latest local and international news relating to the Australian action sports industry. The site offers a rich information and promotional resource, enjoys an exceptionally loyal audience and leverages our unique ability to access great content for our audience that offers avenues for our partners and sponsors to gain association.
Social media is a key aspect to the growth of BADLANDS going forward. In addition to the ongoing management of our own social media platforms, BADLANDS will actively facilitate strong connections within our network of exhibitors, partners, their team riders, advocates and ambassadors. This approach has been designed to drive community involvement and goodwill as well as maximise exposure.
Our growing BADLANDS database of over 25,000 people can be segmented, analysed and utilized in intelligent, targeted direct marketing campaigns via email and mobile communications.
The BADLANDS iPad app is enhanced with video, audio and exclusive content and makes the most of the iPad features in bringing a new experience to BADLANDS readers.
In conjunction with presenting partners and sponsors, BADLANDS will provide readers with cutting edge content via a series of apps designed specifically for the iPhone/iPod Touch.
Central to BADLANDS sponsorship packages is a mix of entitlements designed to provide the perfect environment to credibly connect with the action sports community in Australia Sponsorships packages on offer include Presenting Partner, Major Sponsor, Sponsor and Product Partner. The top three tiers provide category exclusivity and a full suite of coverage in line with the investment level including extensive integration on the ground at the main event and across all materials, custom content including branded video, alignment with key guests and seminars, product sampling, EDM, advertising and editorial inclusions across BADLANDS media extensions, and comprehensive VIP ticketing packages for clients and colleagues. Sponsorship packages are fully customised and tailored exclusively for brand and category.
Gain attention and respect with the key figures in Australia action sports Secure customer contacts, drive awareness and sales Alignment with the most ground-breaking brands, their customers and athletes Leverage partnerships across print, radio, TV, digital and social media Association with the most credible sub cultures in the country Territory ownership within an exciting event via an integrated national sponsorship Secure your position as the brand of choice in the industry ahead of competitors Be top of mind within this influential market
BADLANDS is the see-and-be-seen, pulse-checking event for the action sports industry. If you’re a brand in the Australian action sports industry there is no better environment for you to be exposed to customers on this scale or in this context. It’s the one place in Australia that you can check in with core and crossover customers, network with your industry peers and see what is happening in action sports as a whole. Exhibitor space at BADLANDS is strictly limited and available to select brands upon application only. Exhibitor space at BADLANDS is strictly limited and available to select brands upon application only. Executions on site for exhibitors are designed to focus on the product; and can take the shape of a standard 3m framed hard wall space, through to a concept driven, fully customised and purpose built footprint. BADLANDS provides a platform for the most inspired brands in action sports to showcase the latest gear, apparel, footwear, swimwear, accessories and products. If you’re interested in being considered to exhibit, please contact exhibitors@ badlands-aus.com. Prices and detailed options will be made available following application.
PROVIDES A TRULY UNIQUE OPPORTUNITY FOR BRANDS IN THE ACTION SPORTS INDUSTRY THAT IS UNEQUALLED IN AUSTRALIA BADLANDS provides a truly unique opportunity for brands in the action sports industry that is unequalled in Australia. Sponsorships are category exclusive, custom created and offer exceptional integration. Exhibition space is accessible to leading brands in the industry and offers a unique opportunity to interact with your target market. BADLANDS is a first for Australia and in 2012 is set to become a hub for the action sports industry.
We look forward to discussing your involvement further. For sponsorship, exhibitor and media enquiries please contact:
Robert Bergin Managing Director Level 6, 69 Reservoir Street Surry Hills. NSW. Australia 2010 t 61 2 8218 2154 m 0404 355 311 e robert.bergin@badlands-aus.com
WWW.BADLANDS-AUS.COM