This year we were delighted to have the opportunity to unpack the oohs, aaahs, moos and baas that comes with a visit to the Balmoral Show. The first question we asked ourselves when we approached the creative – how do you retell a story that’s been told for 151 years? For us it was about creating a refreshed, modern, engaging and relevant brand campaign for that complements Balmoral Show’s position as Northern Ireland’s leading agri-food event, and positions it as a leading family fun event throughout the island of Ireland.
It became clear to us that the strength of the Show is the huge variety of attractions and experiences on offer, and the best way to truly unpack that is with a multi-multi-message approach, with the consistent sign-off ‘It’s All in the Show’. There is a different playful message for every aspect of the show, from the sheep shearing event to the show jumping, all tied together with fun and quirky language to turn heads, and spark the interest of a brand new family audience.
The creative messaging spans across a variety of touchpoints, from brochures, pull up displays, signage, press advertising, social including banners and 15sec digital promotional videos, radio and a 20 second VOD advert.
The story of Balmoral Show may be 151 years old, but we’re proud to have told it like never before.