THE CHALLENGE

To launch the new $108 million Royal Melbourne Showgrounds and highlight the success of Victoria’s first private public partnership (PPP) in conjunction with the Victorian state government.

Wrights needed to communicate that the Royal Melbourne Show was Victoria’s biggest family and community destination, while delivering the promise of the ‘Best of Shows.’

WHAT WE DID

Wrights developed and managed an extensive four-month media and community relations campaign in the lead up to the Show to raise the profile of what has become one of the state’s biggest annual community events and to ensure anticipation among the Victorian public in relation to the exciting, new look Showgrounds.

With the redevelopment nearing completion, Wrights coordinated a state-wide, regional roadshow in conjunction with the Royal Agricultural Society, to ensure rural exhibitors and members were informed of the new look showgrounds, and were aware of the benefits of the new facility. Wrights was also responsible for managing the media centre, which involved coordinating on site radio and television interviews, proactively developing newsworthy feature story ideas, responding to all media requests and working with more than 150 accredited media during the 11-day event.

BENEFITS TO CLIENT

Generated extensive awareness of the newly
       redeveloped Showgrounds in the four months
       leading in to the launch of the 2006 Royal
       Melbourne Show

Positively positioned the Royal Agricultural
       Society as a successful partner in Victoria’s
       first PPP

Successfully positioned the Royal Melbourne
       Show as a revitalised, must attend event that
       truly appeals to the whole family

Promoted growth of the state’s agribusiness
       sector

Reinforced the Showgrounds as an attractive
       precinct for multipurpose events and
       exhibitions

RESULTS

The 2006 Royal Melbourne Show attracted record crowds, with almost 600,000 people attending the 11-day event, and delivered on its promise to be the ‘Best of Shows.’

The redeveloped showgrounds were well received by the community and particularly local residents. Exhibitors and competitors were overwhelmingly positive about the showground facilities and the management of the event.

Wrights generated extensive media coverage for the redevelopment and the Show securing more than 676 news items, pictorial spreads and feature articles in metro, regional and national media outlets; while positive news regarding the Show featured 540 times on radio and television.

Today, in 2009, Wrights and the RASV mainatiain a strong relationship and the Royal Melbourne Show  remains Victoria's premier family event.