Farmfair International, positions itself as Canada’s richest cattle show. Being the largest cattle exhibition in Alberta, it attracts local and international guests to Edmonton where they show and sell top-quality livestock, make important connections, share knowledge, and pay tribute to the industry. As with all events, its success lies in three key factors: registration, attendance, and participation.
Farmfair International offers plenty of business opportunities on top of a great spectacle for general consumers. Yet, the show had a stigma that it is exclusive to farmers and industry insiders, and is potentially difficult for others to access and navigate.
Spread the message beyond those who are involved in cattle production and distribution. Showcase Farmfair International as an engaging, educational, and entertaining event for consumers as well.
To build awareness for the event, we implemented an integrated public relations and media strategy using the following key messages:
With the goal of exceeding last year’s 178 registrations, we locked onto our target, promoting the show in key markets including Edmonton, Grande Prairie, and Leduc.
Alongside our digital media tactics, our PR initiatives resulted in strong uptake from major networks – CBC, Global, and CTV – and key agricultural and local/rural community newspapers.
The PR campaign successfully ran with these proactive approaches:
Both registrations and attendance for Farmfair International exceeded expectations with 267 farm registrations (+50% from 2021) and 1,501 animal registrations (+67% from 2021). More than 5,000 people attended the exhibition over the duration of the show, with 90% of them coming from outside the Edmonton area.
We served 3.4M digital media impressions (including Facebook and Google Search) with a combined click-through rate of 1.15% (industry average currently below 0.24%).
Other campaign performance insights include: