Case Study: The Royal Agricultural Winter Fair achieves 700M media reach and 4.5% attendance lift with Cision multimedia distribution

Canada's Royal Horse Show Uses Multimedia Distribution to Achieve International Headlines

The Royal Agricultural Winter Fair’s Royal Horse Show, a world‑class equestrian centerpiece held every November in Toronto, needed to stay top of mind year‑round with the international equine industry, build a stronger local fan base and convince the general public that equine events are both family‑friendly and high‑level spectator sport. The organization’s challenge was to attract top riders, boost ticket sales across the ten‑day event and cut through heavy local competition for audience attention.

To do that the Royal leveraged Cision Distribution (Canada Newswire) with a disciplined multimedia strategy—timed news releases before, during and after the show, compelling photography and video, and real‑time nightly results posted via the Online Member Centre with distribution-team support. The campaign delivered a 700 million media reach (over 230% higher than a comparable event), increased web traffic from the UK, Germany and the US, high photo downloads, more livestream viewers and social engagement, attracted top international riders and produced a 4.5% increase in attendance.

The Royal Agricultural Winter Fair

Karen Poncelet

Marketing Communications and Community Relations Manager