MODERN MARKETING FOR YORKSHIRE SHOW

June 08

Great Yorkshire Show marks 150th event with modern marketing mix.

acceleris marketing communications has been appointed by the Yorkshire Agricultural Society (YAS) to handle advertising for its biggest ever event, as the county celebrates 150 years of the Great Yorkshire Show.

acceleris is providing a range of leading-edge communications services to YAS - including above- and below-the-line media planning and buying, advertising, competitions, DM and digital marketing. The agency, which has previously worked with the Society on Countryside Live - a two-day celebration of rural life – has been tasked with promoting the Show nationally at it reaches the landmark of its 150th event, which will include a visit by Her Majesty the Queen.

The challenge will be to ensure that the Show’s heritage and tradition are not lost in the reach to media-savvy, technologically advanced audiences.

The company’s online media strategy consists of both established channels that have proved successful and new ones, which embrace all things digital and can reach new audiences.

Pay-per-click (PPC) has been introduced to drive traffic to the official website and this is optimised and tracked to reduce the cost per conversion and to ensure that budget is spent in the most effective way possible. Banners strategically placed across a number of carefully selected websites also drive traffic and increase brand awareness. The online programme also includes video uploads to social networking sites, while a series of memorable blogs are planned for the next phase.