Case Study: Royal Highland Show boosts ticket sales and revenue with The Lane Agency

Royal Highland Show boosts revenue 15% with The Lane Agency

The Lane Agency was engaged by the Royal Highland Show, a major Scottish event run by the charity RHASS, to develop a 2024 marketing campaign. The customer's primary challenge was to move beyond their traditional agricultural audience to raise awareness and sell tickets by attracting new demographic groups who had not previously considered the show as a day out.

The solution implemented by The Lane Agency was the creation of the "Royal Highland OHH" campaign, which used a bold illustrated lockup and visuals to highlight unexpected attractions. This campaign was rolled out across out-of-home, digital, YouTube, and tram wraps. The Lane Agency's efforts resulted in record ticket sales of 220,000, a 2.5% year-over-year increase, and generated £3.3 million in revenue, closing the charity's funding gap. Significant growth was also achieved with target audiences, including a 17% increase in family ticket sales.

Royal Highland Show