Overview.
We were invited to work with the organisers of the iconic Royal Isle of Wight County Show, to attract more families and publicise their major coup for 2019: the Queen’s Household Cavalry!
We created a website, managed the social media, devised digital and print advertising, designed and wrote a leaflet, and advised on the radio campaign.
Catherine wrote a series of press releases that were widely picked up – for example, promoting a sponsorship deal by getting the sponsor to milk a cow, and photographing the Chairman of the Show walking along a cycle path with two sheep, to promote sustainable transport to the Show.
All the activities were designed to build the excitement to fever pitch. The result? Ticket sales soared by over 50% when compared with 2018. Wow! We were so happy to be invited back to do the same again in 2020… and then Coronavirus struck.
Identity.
We introduced new phrases to market the Show, such as ‘a right rural day out’ and ‘all the fun of the farm’. We used fun imagery taken in previous years and lots of photos of the handsome Cavalry with their beautiful horses.
Marketing materials
We designed a leaflet, aimed at families, showcasing all the brilliant things to see and do, ranging from falconry to clay pigeon shooting. Of course, the animals were the stars of the show.
Website.
Our website provided updates on all the events and activities and background on the Show’s impressive heritage. Queen Victoria used to exhibit her sheep at the Show, don’t you know?
