TwoFenceChallenge – Riders compete as the jump height keeps increasinguntilonlyoneremains!
PrizeMoney:$1,000HOYTradeVoucher
Tiny Titans – A heartwarming grassroots 40cm show jumping class for under-10 riders, paired with experienced mentors for guidance and encouragement. This initiative has been a huge successacrossthecountry,andformanyyoungriders competing inthePremierArenaisadreamcometrue
This is a fantastic opportunity to align your brand with a premier equestrian event while engaging with the local community in a fun and dynamicsetting.
Audience
Locals looking for a free family evening out. Equestrian families support theirchildrenorextendedfamily.Teenscomingtowatchtheirfriends.
We would personally like to thank all our sponsors and those who, without their support, would not have made this event possible. Their passion and commitment to the sport enable us to continue to deliver.
We thank you.
SNAP SHOT
41,875 Visitor Nights
11,609
Unique attendees
36K+ Followers (FB 26k+ Insta 10k+)
Audience by Countries
400+ Volunteers
200+ Trade Sites
84%
Visitors Outside Hawke’s Bay Region
Visitor Location
Auckland – 21%
South Island – 12%
Hawkes Bay – 16%
Waikato – 14%
Wellington – Wairarapa – 11%
Manawatu – Wanganui - 10% Bay of Plenty – 7% Northland – 3% Gisborne – 3% Taranaki – 2% International - 1+%
745,927 Facebook imps
ENDEE STATISTICS
97%
Equestrian attendees purchase from a trade site
0 - $250 22%
$250 - $500 22%
$500 - $1000 30%
$1000 - $2000 15%
$2000+ 11%
26% of Equestrian attendees spent over $1000 within our trade sites at event
14% Spectators spent over $1000 within our trade sites at event
94% of attendees purchased from a trade site
90%
Spectators purchased from a trade site
0 - $250 37%
$250 - $500 29%
$500 - $1000 20%
$1000 - $2000 6%
$2000+ 8%
3.5 Spectators / 5.5 equestrian average days attended
68% Attend to catch up with friends
69% Utilised on site hospitality
46% Came to watch a specific rider
42% Came to watch a certain discipline
96%
How likely are you to return to HOY
Marketing
LEVERAGE & REACH STATISTICS
SOCIAL MEDIA IMPACT – January to March
438.8K FB / 27k Instagram reach
49,800 HOY content interactions
164.3k FB / 13.6k profile visits
Average organic posts reach 22k+ - as high as 47k
YOUTUBE REVIEW
98,798 ad impressions were delivered, achieving 8,319 completed views.
5,935 impressions were delivered, achieving 957 completed views.
GOOGLE DISPLAY REVIEW
477,629 impressions were achieved through Google display advertising
3,524 link clicks
WEBSITE IMPACT - Campaign period
51,843 web sessions from 34,774
+ 265% increase in users vs 2023 (acknowledge the 2023 event was cancelled)
32k sessions from over 21k users in the final week 4-10 March
30-second commercial
Hawke’s Bay radio
The Breeze on-air interview
Central FM interviews x2
DIGITAL
Prospecting to local audiences (Gisborne, Taupo, Manawatu, H.B.). This reached over 69,000 people and delivered over 2,900 clicks
Prospecting to wider audiences (North Island). This reached over 99,000 people and delivered over 5,100 clicks
Retargeting to own audiences nationwide. This reached nearly 13,000 people.
Over 33,000 ad engagements and clicks
Creative
You Tube - Preroll
HORSE OF THE YEAR 2025
In 2020, the Horse of the Year board made a significant change by bringing the show's management in-house. This transition allowed for more direct involvement with the event and better alignment with the objectives that matter to our supporters and stakeholders.
By retaining key management staff and hiring additional support personnel, we formed a revitalised team with a fresh perspective. This team successfully navigated the challenges of three years of cancellations and entered 2024 with a clear understanding of the changes necessitated by the event's absence. This marked a new beginning, with strategies for the future aimed at ensuring Horse of the Year can adapt to the ever-evolving equestrian culture and expectations.
We aim to honour our history and supporters while celebrating achievements at all levels. We measure our success not by profit, but by how people remember and perceive us. From the 2024 event, we have learned, listened, and understood what our community is saying. Moving forward, we are committed to adapting and improving in ways that benefit the equestrian community and the event as a whole.
HORSE OF THE YEAR 2025
To support those who support us
To continue to deliver a platform that encourages and honours commitment to the sport
ALLIANCE – an integrated plan consolidating industry feedback to maximise the aspects that make the event unique and special
COMMITMENT – a continued commitment to further develop and enhance relationships with key stakeholders, equestrian organisations, sponsors and riders
VENUE – embrace the opportunities and partnerships with the Tōmoana Showgrounds. Work alongside key stakeholders to maximise the venue for both the equestrian activities and for the benefit of the wider community and region
LONGEVITY – there’s more to come! With a strategic vision to enrich and grow the event to provide longevity into the future
