Working closely with RAHS’s leaders, we developed a communications strategy to identify the strategic priorities and create a framework for all public relations activity during the year.
As with all major events, driving awareness and ticket sales well before the event was a critical part of the strategy.
Opportunities were built around key moments such as 100 days until the event, the showbag launch, tickets on sale and a media preview event.
BRINGING THE COUNTRY TO THE CITY
Our strategic process identified that the traditional foundations of the Show, such as agricultural education and the event as a celebration of primary industries excellence, had been somewhat overshadowed by the more modern, carnival elements. The time felt right to restore some balance.
For 2023, the focus on regional stories was front and centre. Sourcing cows, CWA volunteers, bee keepers, experienced shearers, cooking judges and crop experts for media opportunities became part of everyday life.
Channel 7’s Sunrise and Channel 9’s Today Show, as well as local live weather crosses celebrated this part of the Show. These stories were also shared on ABC Radio Adelaide and FIVEaa’s daily live broadcast, where listeners were given a taste of the wide range of activities they were missing out on by not attending.
During the event, our PR & Communications Advisor was on site to fulfil public relations requests, pitch opportunities and manage on-site media during the Royal Adelaide Show.
We also worked closely with government stakeholders to deliver strong media outcomes, including the South Australian Police, Minister for Tourism and the Minister for Consumer and Business Affairs.
Results
10K
More than 10,000 media hits
60%
of coverage was achieved pre-event
to drive ticket sales$13,065,724
Advertising Value Estimate (AVE)