News Article ————

Represent – Not-for-Profit/Charity Content Campaign of the Year Award Finalists

Author image Published by Sue Johns-Chapman
Published Date 13.06.2022

About Represent 

Represent Comms is an award-winning PR and digital communications agency located in Edinburgh. With a history of driving business growth and creating impactful campaigns, Represent has a proven track record of successfully planning and executing intelligent, integrated strategies that deliver across a wide range of sectors.

One of Represent’s longstanding clients is the Royal Highland and Agricultural Society Scotland (RHASS), a membership organisation of over 16000 members representing the food, farming, and rural sectors in Scotland. 

Each year the organisation hosts the Royal Highland Show, Scotland’s largest agricultural event.

The 2021 Royal Highland Showcase 

In June 2021 and during Covid-19, Represent was tasked with delivering an effective PR and digital marketing campaign for a wholly new kind of Show – a hybrid event with ‘live competitors’ televised and broadcast online to the wider public. 

The aim was to reach a global audience, spanning multiple sectors including agriculture, trade, tourism and food and drink.

Using an integrated marketing strategy encompassing PR, digital marketing, and social media, Represent focused on a content strategy that spoke to these diverse groups. We also developed a trade campaign designed to encourage exhibitors to attend and show their animals.  The messaging focused on countering any health concerns around the pandemic and highlighting the business benefit of attending. This was hugely successful with over 3,000 livestock competitors attending over the show week, creating a wonderful spectacle of food, farming and rural life which was broadcast across the world.

The results speak for themselves. The Royal Highland Show’s website received 49k direct referrals from organic social media content, while over 350 pieces of coverage were secured, including 3 national newspaper front covers. Surveys from the event found that 69% of virtual attendees rated the experience above other Shows. 

Being Shortlisted 

We are thrilled to have been shortlisted for the Not-for-Profit/Charity Content Campaign of the Year Award. The 2021 Royal Highland Showcase was a ground-breaking project as one of the first, if not the first of the UK’s agricultural shows to be broadcast live to a global audience. During a hugely challenging time for both society and Scotland’s rural communities, we were able to bring people together and celebrate the best of Scotland’s food, farming, and lifestyle.

The 2021 Royal Highland Showcase was by every measure a huge success, reaching close to 100 countries around the world, and gaining millions of engagements on social media. It is wonderful to be recognised for our hard work on this fantastic project.


Represent website





Share Facebook LinkedIn Twitter

Related News

Image: Roxy Leisure Ltd are finalists at the UK Content Awards Roxy Leisure Ltd are finalists at the UK Content Awards At Roxy Leisure Ltd, we proudly embrace the motto “The Home of Booze & Ball Games,” creating the ultimate destination where exceptional hospitality meets unbridled excitement. Our core ethos, “Roxy Are Professionals At Play Who Bring the Playground to the Bar,” highlights our professional dedication to providing a venue where social individuals can unleash their […] Read More
Image: Chase UK on getting shortlisted for the UK Content Awards Chase UK on getting shortlisted for the UK Content Awards When you think of financial services communications, if you’re anything like the average consumer, you might feel baffled by what’s on offer. 44% of consumers surveyed believed that banks could do more to help them better understand their money. Chase UK (launched September 2021) is a digital bank that decided to take a fresh approach. Instead, […] Read More
Image: Click Dealer Announced as Finalists for Two UK Content Awards Click Dealer Announced as Finalists for Two UK Content Awards Click Dealer is a performance partner for independent used car dealerships. We provide our customers with websites, a dealer management system, and digital marketing solutions – helping dealers to buy and sell more vehicles, more profitably, more often. We provide a variety of digital marketing packages to help dealerships achieve their goals. Whether they want […] Read More