Royal Highland Show
Visitor numbers to the Royal Highland Show shot up by 10,000 after we took on its above-the-line campaign, thanks largely to the buzz created by our dramatic creative work, which literally made people stop and stare.
Setting the mooood
Every year the Royal Highland Show comes to Edinburgh’s Ingliston, bringing more than 1,000 exhibitors with 6,000 animals, and attracting up to 180,000 visitors. The RHS aims to increase the number of visitors to 250,000 by 2020, repositioning the show as a major European event, so we were champing at the bit to show urban consumers, as well as the traditional visitors, what all the fuss was about. We set about presenting it as ‘the best of farming, food and rural life’, giving it a compelling creative look and feel across all promotional activity.
Beefing up the brand
The star of the campaign was Morag, a prize-winning Highland cow. We commissioned an awe-inspiring photo of her for a 10m outdoor site (yes, a hairdryer was involved to bring out the best in her ginger glory), setting up a smoke machine to make it look as if her actual breath was blowing out onto the street. The power of that breathtaking image had a huge amplifying effect across the country.
The cow factor
We’re udderly delighted that we helped grow visitor numbers by 10,000. And we’re working closely with the Royal Highland Show to make the most of content gathered during the 2016 event in order to ignite interest in the next one.
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