The Royal Agricultural Winter Fair
National Media Relations and Promotions
November 2-11, 2001 and November 8-17, 2002
Coverage for the Royal Agricultural Winter Fair had been in decline and Ashworth Associates was brought in to increase the media coverage in 2001.
We exceeded all expectations of the Royal Winter Fair by:
- Increasing media coverage.
- Positioning the Royal Agricultural Winter Fair as the leading agricultural fair in North America.
- Educating and informing the media to give a thorough understanding of all aspects the Royal Agricultural Winter Fair.
- Cultivating relationships with key media to obtain listings, features and interviews leading up to and during the Royal Agricultural Winter Fair.
We worked on the media campaign for three months leading up to the Royal Winter Fair and relocated our office to the venue for the duration of the fair to assist all on-site media.
A complete media kit was written and produced and included:
- Release on Royal Agricultural Winter Fair
- Feature Attractions
- History of the Royal Agricultural Winter Fair
- Horse Show Schedule
- Highlights of the Horse Show
- Cavalcade of Horses Release
- Cavalcade of Horses Schedule
- Agricultural Show Schedule
- Educations Programs
- Education Ring Schedule
- Celebration of the Dog Release
- Celebration of the Dog Schedule
- Agnes Wong Poster Release
- Semex Alliance Sponsors Dairy Show Release
- Tickets on Sale
- Media Accreditation Form
Media angles were developed on an on going basis and ranged from human interest through to news stories depending on the media target.
- Business Press – Tourism, International Sales
- Sports – Equestrian events and competitionsLifestyle – General stories on elements from the Royal Agricultural Winter Fair
- Assignment/News – what was happening at the Royal Agricultural Winter Fair daily as well as feature interviews/articles focusing on elements of the Fair
In 2002 for the 80th anniversary of the Royal Agricultural Winter Fair we had the added celebrity cache of having Martha Stewart shoot both her television show Martha Stewart Living and segment in a one hour special called House & Home Country Living hosted by Lynda Reeves for HGTV as well as an autograph signing session by Bo Derek to raise funds for the Woodbine Race Track Barn 7 Recovery Fund.
The success of the media campaign and increased recognition of the Royal led to increased attendance in both years.
2001 PR Value $3.5 million
2002 PR Value $6.1 million