Case study

RAS of NSW: The Show goes on

For 25 years, the Dentsu Creative Public Relations (DCPR) team has managed the media and PR strategy for the Sydney Royal Easter Show (the Show), one of Australia’s biggest annual events.

Approach

In close collaboration with the Royal Agricultural Society of NSW (the RAS), DCPR undertakes extensive planning and preparation for the Show. This includes strategy development, issues preparedness and media training for key spokespeople, coordinating pre-Show media events, media briefings, story development and logistics to create engaging media opportunities for journalists and drive value back to the RAS of NSW.

We work closely with all major media outlets, as well as rural and regional media across NSW, to deliver unique and engaging stories that tell the story of the Show, agricultural excellence and the people at the heart of rural Australia.

Our deep understanding of agriculture and the Show, coupled with our major metro and rural media connections, enables us to provide unrivalled strategic media planning and on the ground support to deliver outstanding coverage results and outcomes year on year.

Outcome

2022 results:

Over 900,000 people through the gates, a return to the pre-pandemic numbers of 2019
Over 21,792 media mentions and a potential cumulative reach of 221,925,431. This number of mentions is more than double the 2021 total
10,263 reports appeared on television, with a potential audience of 80,801,094
Around 3,631 online news articles, 10,263 pieces of TV coverage, 7,287 radio clips and 611 print articles