Sydney, May 28: After a competitive pitch, Melbourne Royal has selected award-winning creative agency the thrills™ for a multi-year partnership to revitalize their annual Melbourne Royal Show.
This collaboration aims to make the upcoming show the largest yet, rekindling nostalgia for past attendees and attracting a new generation of visitors.
Established in 1848, Melbourne Royal celebrates agriculture, food, and community. Paul Greskie, Creative Director at the thrills™, expressed enthusiasm for the project.
“We’re excited to inject new life into the show that Victorians have grown up loving. Everyone has a memory of the show, and there are so many exciting new things on this year, our creative task was to communicate this to drive reappraisal,” he said.
Grace Usher, Marketing Campaign Manager at Melbourne Royal, highlighted the goal of the new campaign.
“We want to show people that this is an unmissable event, to evoke that FOMO feeling, turning a trip to the show into an unforgettable yearly tradition where every visit becomes a cherished memory,” Usher stated.
The partnership promises innovative and strategic thinking, aiming to elevate the Melbourne Royal Show’s status.
Managing Partner Rick McEvoy shared personal connections to the event.
“The show is part of the cultural fabric of Melbourne and is also really close to my heart. Some of my fondest memories from when I was a kid are of coming down to the big smoke with my grandparents to spend the day at the show, and now I get to do that all over again with my own family,” McEvoy reminisced.
With recent accolades including the Best International Marketing Promotion Award and Gold at the Transform Awards, the thrills™ is poised to bring their award-winning expertise to Melbourne Royal, marking another milestone in their strategic growth.
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