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.
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.
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.
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.
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.
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.
The agency worked with exhibitors to create joint press opportunities.
The agency has created a robust issues management process for the Show and handles all issues arising.
On-Site Media Centre
The agency is responsible for the on-site Media Centre during the four days of the Show, handling the needs of some 400 media personnel. This includes handling press accreditation, queries and providing information on events at the Show.