ICG Public Relations. Full Service PR Agency Preston

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the "increase our visitor numbers" challenge.

Challenge
Founded in 1767, the Royal Lancashire Agricultural Society (RLAS) has a rich heritage. However, over the years the Society, which organises the three day Royal Lancashire Agricultural Show, had been hit hard by the impact of foot and mouth disease and adverse weather conditions. The Society wanted an agency that could maximise pre-event publicity to draw in exhibitors and the general public. The marketing budget was limited so PR had to deliver.

Discuss
ICG’s team met with numerous members of the Society to tap into their vast knowledge of the Show and reviewed visitor demographics to assess which publications would be the most relevant to target. In addition, we attended monthly meetings of the Society’s organising body so that we kept up to speed with all pre-show developments.

Solution
Our PR team dug deep to unearth quirky stories to provide the media with a constant flow of newsworthy items and great photo opportunities. In addition, scores of ticket competitions were set up throughout the North West to ensure that all key publications in our targeted areas featured the Show. And, when the gates opened we didn’t rest on our laurels, we scoured the showground to spot more stories to distribute to the media every day.

Result
ICG were retained three years in a row by the RLAS – a testimony to our proven track record of generating coverage that helped to boost footfall to the Show. And when the going got tough and rain stopped play – we were there to help deal with all the media enquiries.