Working as part of an extension of the RHASS (Royal Agricultural Society of Scotland) communications team, our role was to boost ticket sales for those from non-traditional agricultural communities – mainly families and those seeking out food and entertainment experiences – for Scotland's largest outdoor event.
Our approach
With tradition at the heart of the Royal Highland Show, the marketing campaign for the Show was focused on all of the 'Ohh' and unexpected elements that sit alongside the traditional aspects of the Show that event visitors have grown to love and treasure.
Part of our remit included encouraging ticket sales for the Royal Highland Hoolie, the country and folk music event that took place on the Friday and Saturday evenings after the Show.
A robust media content calendar in the weeks and months leading up to the Show ensured we kept the Show front of mind for families and couples who enjoyed days out, foodie experiences and being part of the excitement that comes with the Show as a firm favourite in Edinburgh's summer event calendar.
We took an alpaca, donkey and beekeeper on an Edinburgh Tram to encourage the use of public transport, highlighted a series of stories with accompanying foodie, retail and entertainment images to showcase some of the 800 exhibitors that would be trading across the four-day event, and staged stunts with bands playing as part of the Royal Highland Hoolie, including hosting an impromptu gig in Princes Street Gardens with Tide Lines.
Results
Friday and Saturday tickets sold out the week of the Show and general ticket sales were up 2.5% which produced a record £3.3 million gross ticket return.
Over 220,000 event goers attended events across the four days, making the Royal Highland Centre the sixth largest population in Scotland, bigger than Paisley or Dunfermline and with more attendees than Taylor Swift's recent record-breaking concerts.
Children 15 and under were able to attend the Show for free and over 21,311 children attended over the four days, and over 9,000 people spent Friday and Saturday evening at the toe-tapping Royal Highland Hoolie.
We managed the accreditation of over 200 media and pitched and arranged accompanying interviews to ensure key spokespeople and elements of the show were captured and spoken about over the weekend of the show and in the weeks following. Over 1,000 pieces of coverage were achieved.
- Over 1,000 pieces of coverage
- Record £3.3 million gross ticket return, with sales up 2.5%
- Over 220,000 event goers across four days
- Over 200 media accredited
