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A ferris wheel. In front is a 'laughing clowns' stall. There is a large crowd of people.

CoBright’s Toowoomba Royal Show

By Brendan McDonald

Managing Director

April 2024

Since building the RASQ website, CoBright has continued to partner with them to ensure the Heritage Bank Toowoomba Royal Show is a success.

For the past two years, we have been the Toowoomba Show’s Official Marketing Partner—enabling us to lead and execute the marketing strategy.

While our team has always managed the digital marketing ad campaigns, graphic design, and website updates, since becoming the Show’s Marketing Partner, we have shifted the focus from simply ‘buying ads’ to forming partnerships.

Here’s a recap of our 2024 Toowoomba Royal Show marketing efforts:

Channel 7

Since becoming the Show’s Official Media Partner (an agreement we facilitated), Channel 7 has given the event great visibility via the local Seven News program. 

This includes live weather reports from the one and only Livio Regano every night and their team of journalists doing regular updates live from the showgrounds.

Brendan and a Channel 7 representative stand together in front of a cotton candy stall.

River 949

You will have also seen the Show’s other Official Media Partner (again, our handy work!), River 949’s truck set up at the showgrounds. 

During the event, the River 949 team hosts their show from their truck, featuring frequent updates and interviews with the entertainment and RASQ key members.

They also host a ticket giveaway in the lead-up to the event.

Two River 949 hosts sit together on a couch in front of a River 949 Sign. They are broadcasting live at the Toowoomba Royal Show.

The Chronicle

As the official newspaper partner, The Chronicle received naming rights for the sideshow alley.

The Chronicle also provided in-kind advertising to extend the reach of the Show. We ran print and digital ads in their local paper and digital masthead.

Virtual Interactive Map

This year, we launched an interactive virtual map, available via the RASQ website. 

The map provides real-time directions to the various entertainment, stalls, facilities, and shows around the showgrounds based on the user’s location.

The Show placed corflutes with QR codes linking straight to the map—we recorded 1,400 scans of these QR Codes!

We hope this made for a more easily accessible event. What did you think?

A photographer is happy to be photographing the medieval duel at the Toowoomba Royal Show
A videographer is happy to be videoing the medieval duel at the Toowoomba Royal Show

Photography & Videography

After last year’s Show, we conducted a survey and learnt people are more interested in the core entertainment like the animals, wood chop, and education about primary industries than the headline acts. 

While we didn’t have enough marketing material to make it the focus of our 2024 promotion, we ensured we’ll be covered for 2025 by engaging a photographer and videographer.

Thank you to Salt Photography and Foxtail Studios for coming out!

The other 'stuff'

  • Hit 100.7 and Triple M - ticket giveaways and regular visibility

  • The High Country Herald - print ads

  • Digital Marketing - Facebook ad management, content & design

  • Website Updates

  • Graphic Design

A news reported is being interviewed in front of the live Bluey interactive exerience
A man holds a 'Supreme Champion' ribbon for the Highland Exhibit of the Show category.

The result...

The Toowoomba Show Holiday (the Friday) was record-breaking. It was the best single day of ticket sales in show history—that’s since 1860!

A large part of this is our Media Partners doing regular weather forecasts and enticing attendees.

The last two years of the Show have resulted in record-breaking ticket sales. We’ve been the Show’s Official Marketing Partner for two years now. 

You can do that maths.

So, has the shift from ads to partnerships worked? We think so.

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