Turriff Show
Taking one of oldest and best loved agricultural shows into a new era.
The Turriff Show is the largest two-day agricultural show in Scotland attracting over 24,000 visitors each year. Organised by the Turriff District Agricultural Association (TDAA) it relies on sponsorship, ticket sales and the dedication of volunteers to make the show happen each year.
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Media Reach
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Not ones to rest on their laurels and as times change, the show organisers wanted to ensure that the Turriff Show remained relevant and attractive to visitors both from agriculture and from local towns and cities, and, importantly, the next generation.
A second priority was to build the brand to attract sponsors and volunteers to the support the show, which is critical to its continuation.
Budgets are limited and Association members all have their own full-time careers. JCM&Co was asked to rebrand and promote awareness for the show to drive ticket sales, sponsorship income and volunteer support, modernising how it communicated and reaching both trade and consumer audiences through a low input, low budget campaign
The communications needed to reach different audience types. They also needed to communicate the Show as progressive and current without losing touch with its roots which are so important to many visitors.
We focused on rebuilding media relationships and engagement with the Show, with a mix of news and story-led features, as well as inviting and hosting press for specific activities during the event to illustrate the broad offering the show boasts. This was supported with a consistent and colourful campaign of engaging social media content, including film, nostalgic throwbacks and showcasing the people who make it happen, across Turriff Show’s three social media channels. We captured live content on the day to bring the show to life in real time and to provide further content throughout the year.
JCM&Co introduced a Business Breakfast with a panel of respected business leaders in the area and the industry to spark discussion and ensure the show remains an important business hub.
To seek opportunities for change or improvement to future-proof the show, we initiated a visitor survey.
In addition to the proactive campaigns, JCM&Co supports the Show’s crisis communications, such as cancellation due to extreme weather.
Our work across social media channels drove record breaking engagement, with an increase in followers and content reach of over 3.7 million views, up from 462,000 the previous year.
The Business Breakfast, which started in 2022, is now considered the main business hub of the show and has grown into a full day session.
The show is recognised by the media and visitors as a vibrant, engaging event to put in the calendar, with the organisers reporting increasing visitor numbers year on year.
What our customer say:
“JCM&Co are a team of individuals who work with you to produce communications with a difference, all projects are handled with care and attention. They have knowledgeable staff who specialise in agriculture and food production which understand our business and programme of work to develop the most appropriate communication plan to promote our brand and deliver to hit our goals. They are timely, responsive, creative and work with us like they are one of our team. You can tell they love their work and are passionate about the industry to drive it forward, I wouldn’t hesitate to recommend them."
