Royal Melbourne Show


2010 – 2016

The Royal Melbourne Show is an authentic Victorian icon, attracting over 450,000 visitors annually across 11 spectacular days of blue ribbon entertainment. Contributing $240 million in value to the state each year, the Royal Melbourne Show is the major destination event in Victoria.

As the lead agency for the Show since 2010, Commotion have been responsible for evolving the Royal Melbourne Show brand strategy and creative each year across TVC, radio, press, outdoor, online advertising, web design, EDM, social media and all ticketing, tactical and point of sale collateral.

In 2016, we built upon the Royal Melbourne Show’s reputation as the must-do event in the family calendar with the “Let’s Celebrate” campaign – celebrating not only everything Victoria has to offer, but the magic moments created at the Show with loved ones that last a lifetime.

The 2016 campaign delivered a 5% increase in attendance, and a 90% visitor satisfaction rate overall.

In response to the shifting consumer landscape, we drove an expanded digital campaign that resulted in a 50% increase on pre-event ticket sales and more than 75 per cent of all tickets to the Show being purchased online.