Royal Adelaide Show

Shining a spotlight on South Australia's largest, longest-running and best-loved event

The Brief

Position the 2023 Royal Adelaide Show as a must attend event by sharing the unmatched experiences on offer for South Australians

For more than 180 years, the Royal Adelaide Show has welcomed people from all corners of the State to experience the best of South Australia’s primary industries.

From humble beginnings, the event has evolved to become one of South Australia’s most loved events.

The Royal Agricultural and Horticultural Society (RAHS) engaged Fuller Brand Communication to undertake strategic communications and public relations for the 2023 event to ensure its ongoing success and relevance for years to come.

 

Services Provided
 Communications & PR, Insights & Strategy

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.

 

 

Sunday Mail front cover

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)