PR and social to drive footfall
The Royal Highland Show is an established event attracting over 190,000 visitors each year.
They needed support reaching out to new audiences (non-agriculture) to drive additional footfall and tackle the common misconception that ‘the show is for farmers.’
We developed creative collaborations with Edinburgh Trams, consumer titles and bloggers and used social media to drive awareness, understanding and relevance among a more urban audience.
We then focused on arresting images and video content to connect with an urban audience and used a mix of PR and social media to drive home the key messages that ‘Children go free’ and promote the Show as ‘Scotland’s Larder Live.’
Increased awareness and engagement with the new urban demographic. Specific results included:
- Recording the highest footfall on record
- 17% increase in non-farming visitors (Lowland Research)
- £617K value of media coverage, not including BBC
- 600 minutes of broadcast media
- 625 pieces of coverage.
“Represent understood the challenges and delivered an exceptional campaign that met our objectives. They were creative, focused and collaborative in their approach and their understanding of our sector, and how to effectively engage, shone through.”– Alain Laidlaw, Chief Executive of RHASS