Melbourne Royal appoints the thrills as new agency partner for multi-year partnership 

Following a four-way competitive pitch, Melbourne Royal has appointed award winning creative agency the thrills for a multi-year partnership across its annual Melbourne Royal Show.

Looking to leverage the thrills team for a new and dynamic show campaign, Melbourne Royal wants this year’s Melbourne Royal Show to be the biggest yet, welcoming back previous visitors who have grown up with the Show and introducing the iconic community event to a new generation of show lovers. Established in 1848, Melbourne Royal proudly celebrates all things agriculture, food and community.

Creative director from the thrills Paul Greskie said that the team is thrilled to take on the challenge of championing and growing such an iconic event: “We’re excited to inject new life into the show that Victorians have grown up loving. Everyone has a memory of the show, and there are so many exciting new things on this year, our creative task was to communicate this to drive reappraisal.”

Grace Usher, marketing campaign manager at Melbourne Royal said that this year’s Melbourne Show is looking to increase ticket sales with a differentiated campaign that’s fresh and exciting, just like this year’s Melbourne Royal Show: “We want to show people that this is an unmissable event, to evoke that FOMO feeling, turning a trip to the show into an unforgettable yearly tradition where every visit becomes a cherished memory.

“the thrills blew us away with their winning creative response, bringing innovative and strategic thinking, and an exciting channel-led campaign approach to take the Melbourne Royal Show to the next level.”

Managing partner of the thrills Rick McEvoy was delighted to establish a partnership with such a renowned brand boasting a rich heritage spanning over 175 years: “The show is part of the cultural fabric of Melbourne and is also really close to my heart. Some of my fondest memories from when I was a kid are of coming down to the big smoke with my grandparents to spend the day at the show, and now I get to do that all over again with my own family.

“We’ve got big plans for our work with Melbourne Royal and we can’t wait for everyone to see. This campaign marks another important milestone in our strategic growth plans, and we are looking forward to a long partnership with one of Melbourne’s icons.”

The agency’s recent success comes off the back of winning Best International Marketing Promotion Award in the Global Industry Marketing Awards for Australian Dairy and Gold at the Transform Awards for its Golf Australia campaign. The team at the thrills is continuing to expand their presence in the campaign arena, leveraging the success of their previous award-winning campaigns into their new chapter with Melbourne Royal.

(Pictured L-R: Rick McEvoy, managing partner, the thrills; Gemma Tedford, client director, the thrills; Marcia Allan, executive GM marketing and membership, Melbourne Royal; Paul Greskie, creative director, the thrills; Grace Usher, marketing campaign manager, Melbourne Royal; Lauren Winter, marketing executive, Melbourne Royal)