October 2015 Version 4
Royal Highland Show
Marketing Partner 2016 - 2019
The Ask
The Royal Highland Show is seeking to appoint a marketing partner to help continue the
success of recent years.
In the past two years, audiences have increased by 11% (approximately an extra 20,000
visitors). To reach our target of over 200,000 visitors in 2016, and to sustain that level over
the following three years, we are looking to establish and develop a partnership between
the Show and an exceptional agency.
The Agency
The agency being sought will have strong creative credentials allied to a pragmatic and
focussed approach to getting the best return out of limited budgets. It’s not just clever
advertising. Building awareness, identity and image, while key, must deliver calls to action to
increase visitor numbers and expand revenues.
The agency will be able to deliver traditional above the line activity, an effective digital
media campaign, content to help create a vibrant social media buzz, carefully crafted and
targeted below the line print, successful sales promotions and bring to bear all the tools
devised by marketers over the years.
The agency will be the hub of the Show’s marketing needs: responsive as well as provocative
translating the needs of the Show and advocating new opportunities.
The agency will deliver a fully integrated campaign driving the reputation, experience,
quality and sustainability of the Show to new levels.
Page 1 of 2
October 2015 Version 4
The Client
The Royal Highland Show is the cornerstone of the Royal Highland and Agricultural Society
of Scotland founded in 1784. The Show helps to fulfil the Society’s charitable objectives
A small in-house team deliver all aspects of the Royal Highland Show involving over 1,000
trade exhibitors, 2,150 livestock competitors - with over 6,500 animals - and the
infrastructure to accommodate the needs of 189,000 visitors over four days.
Based at the Royal Highland Centre at Ingliston, Edinburgh, the site has been the home of
the Show since 1960, although the show celebrated its 175th event in 2015.
There is a wealth of audience and research data to inform decision-making, a clear strategy
and brand identity on which to build compelling messages, and the ambition that, while
remaining true to our core values and heritage, the Show is increasingly recognised and
acknowledged as a major European event in its own right.
What next?
1. We’d like to get the ball rolling soon. In the first instance we need expressions of
interest by 17th November. Your submission should tell us how your agency fits the
bill and what makes you stand out?
2. From these submissions we will produce a shortlist and ask for two clients that we
can call and ask for recommendations.
3. From this we will select three agencies to present to us
4. From this we will choose the marketing partner for the next four shows, 2016 to
2019.
We anticipate the partnership start date to be 1st January 2016.
For an informal discussion regarding the partnership please call David Jackson 07903
585020.
Your expression of interest response should be sent
by email to davidj@rhass.org.uk
by post to David Jackson, Show Manager, Royal Highland Show, Royal Highland
Centre, Ingliston, Edinburgh, EH28 8NB
Page 2 of 2