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HOLY COW!

The Royal Highland Show is Scotland’s largest outdoor event – 175,000 people, hundreds of animals, up to a thousand exhibitors and a significant media presence … not to mention a royal visitor and numerous politicians looking to share in the limelight of The Greatest Show on Earth.

O’Leary PR has worked on The Royal Highland Show for many years. The challenge each year is to build excitement and communicate what’s new to the consumer audience while reinforcing the show’s commitment to the agricultural sector.

Strategy
With such a diverse audience the strategy was to develop a coalition of support to spread the most compelling message to the specific audience.

Launch
Expecting the unexpected is central to the RHS offer. Therefore taking a Highland Cow to Edinburgh International Airport seemed a great way to court media attention. BBC Scotland, The Scotsman, The Sun and The Daily Record all turned up to capture a magnificent Highland Cow at International Arrivals. Social media coverage was also significant with passengers tweeting and facebooking pictures of the cow and his young handler.

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.

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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.

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 alost 20,000 facebook fans and 6,000 followers. A series of EDMS were also sent to the Society’s mailing list generating £5000 of ticket sales in one weekend.

Film
The agency was involved in creating four mini films in conjunction with Real Radio – this allowed us to showcase the diversity of the show from food to farming to entertainment

Building Partnerships
The agency worked with exhibitors to create joint press opportunities with RBS (Fit for Sport with Judy Murray) and SAYFC (Gunging for 75th anniversiary)

Managing Issues
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 including five TV crews covering the Royal visit.

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