Sydney Royal Easter Show appoints humann. as new communications partner

humann. Communications has been appointed as the new press office and creative activation partner for the Sydney Royal Easter Show, securing the account after a competitive multi-agency pitch.

Under the new remit, humann. will lead an integrated PR program designed to strengthen the Show’s role in NSW culture, connect with new and younger audiences, and deepen loyalty among the thousands of families who consider the Show an annual tradition. The partnership commenced in October.

Operated by the Royal Agricultural Society of NSW (RAS NSW), the Sydney Royal Easter Show is one of Australia’s largest annual ticketed events and one of the nation’s oldest cultural institutions. For more than 200 years, it has celebrated agricultural excellence, education, entertainment and community connection, attracting over 850,000 visitors each year and delivering more than $460 million in economic benefit to the state.

The pitch called for an agency capable of modernising the Show’s communications while protecting its legacy, with a brief to elevate earned storytelling and boost cultural relevance ahead of its next chapter.

Says Frances Jewell, RAS NSW Head of Marketing: “The Show holds so many amazing stories, memories and legacies for Australians, both regionally and in Sydney. As an organisation, we want to ensure we continue to tell those stories and remain an important part of people’s lives. To achieve that, we know we need to keep pushing the dial. humann.’s strategy and creative approach challenged us in the right way, with the team’s response showing us how earned media and cultural storytelling can help us future-proof the Show.

“Their understanding of our heritage, combined with strong consumer, agribusiness and events capability, made them the partner best placed to support where we go next.”

Says Seon Peberdy, humann. General Manager: “The Sydney Royal Easter Show is a true Australian icon, woven into childhood memories, family traditions and our national story. We’re proud to be entrusted with helping shape its future. Our role is to bring modern earned storytelling that builds relevance for today’s audiences while honouring the 200-year spirit at the heart of the Show.”

humann. is an independent, multi-discipline creative communications agency built on a deep understanding of human behaviour. Driven by a genuine obsession with what makes people think, feel and act, the agency uses that fascination to create work that resonates, influences and earns attention.

Headquartered in Sydney, humann. delivers integrated expertise across earned media, influencer, social, content, corporate communications and events for some of Australia’s – and the world’s – most recognised and best-loved brands, including Wesfarmers, Lactalis, Shark Beauty, Bumble, Westinghouse, Electrolux, and Pepper Money.

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