The Royal Highland Show is a showcase for the best in Scottish food, farming and countryside.

Communicating that the Show is more than cows and combine harvesters was the task set by Show Manager, David Dunsmuir.

A sustained media relations campaign helped to deliver record numbers to the 2009 Show – a mightily impressive 176,522 over four days.

The agency has been retained for the 2010 Show.

Tactics included:

Features
The agency worked with features writers to create exclusive feature angles to highlight the various elements of the Show.

This resulted in a full page in the Daily Record and The Herald, two double‐page spreads in the Scotsman and half pages in the Daily Mail, Sunday Express and Sunday Times Scotland.

News Releases
A steady stream of newslines in the run up to the Show generated over £250,000 worth of coverage in the consumer and farming press.

Broadcast
Through our excellent contacts, the agency secured live filming at the Show by STV’s The Hour – a first for the Show and excellent coverage to drive weekend footfall.

Photocalls
A photocall three weeks in advance of the Show resulting in coverage in The Evening News, Scotsman and several local press just as tickets went on sale.

Social Media
Twitter & Facebook campaign attracting over 4000 fans. A series of EDMS were also sent to the Society’s mailing list generating £5000 of ticket sales in one weekend.