The Royal Highland Show is an established event attracting over 190,000 visitors each year.
They needed support reaching out to new audiences (non-agriculture) to drive additional footfall and tackle the common misconception that ‘the show is for farmers.’
We developed creative collaborations with Edinburgh Trams, consumer titles and bloggers and used social media to drive awareness, understanding and relevance among a more urban audience.
We then focused on arresting images and video content to connect with an urban audience and used a mix of PR and social media to drive home the key messages that ‘Children go free’ and promote the Show as ‘Scotland’s Larder Live’
Increased awareness and engagement with the new urban demographic. Specific results included:
- Recording the highest footfall on record
- 17% increase in non-farming visitors (Lowland Research)
- £617K value of media coverage, not including BBC
- 600 minutes of broadcast media
- 625 pieces of coverage
“Represent understands our target market better than anyone and were able to devise and deliver a social and PR strategy that not only increased awareness of the show among our target market, but increased ticket sales too.”
David Jackson, Royal Highland Show manager