The Royal Norfolk Show.
Integrated marketing for the UK's biggest two day county show.
Brief.
Our client, the Royal Norfolk Agricultural Association (RNAA), organises one of the region’s most hotly anticipated annual events - The Royal Norfolk Show.
Attracting over 80,000 visitors a year, we were asked to help the show team shape their marketing to ensure it continues to deliver on its promises.
Process.
For the show we cover the full spectrum of marketing including PR, advertising, outdoor, social media and digital with the campaign focusing on encouraging new and existing audiences to attend the show.
PR
Working with over 100 journalists, we help promote and communicate the Royal Norfolk Show to a regional and national audience, ranging from specialist farming and agricultural titles to major broadcast outlets and the national press, including the BBC TV and radio, ITV, major newswires and more. With our specialist and experienced team our objective is to help maximise ticket sales and create a long-lasting buzz, not just in the run up, but also during and after the show.
Advertising
We also support the show with a range of traditional advertising campaigns to drive ticket sales and increase brand awareness in the build up to the show, both regionally and nationally.
Outdoor
To make a bold, unmissable statement, we use bus advertising in the build up to the show. Buses offer a highly creative large format medium that are seen by thousands every day. Appearing on over 25 buses over a four week period, buses provide the show with a full colour, high impact, eye-catching message with high recall rates and strong audience targeting.
Digital and Social
Not only do we run the social media channels for the Royal Norfolk Show (facebook, twitter, instagram and pinterest) we also manage the other properties social channels run by the RNAA which include the Norfolk Showground, Norfolk Spring Fling and Harfest.
Campaign
We’ve developed a new campaign for the show with the strapline – It’s Show Time! The aim of the campaign is to drive traffic to the Royal Norfolk Show website where showgoers can find out more information, plan their day and ultimately purchase online tickets.
On-going work
Our work continues with the RNAA with a strong drive towards increasing the level of content marketing for the show. Over the past 12 months we have produced and delivered a range of video shorts to provide a behind the scenes look at the show featuring farmers, growers, horticulturalists, stewards and retailers.
Results.
EDP Tourism Award 2014 for Best Marketing Campaign
CIPR 2014 Silver Award for Best Integrated Campaign
Increase in direct website traffic bookings.
Pieces of media coverage.
Facebook engagement.
