Kenilworth Show

How PLMR Advent built up momentum for the Kenilworth Show


Kenilworth Show

Services provided

The Situation

PLMR Advent has worked with the Kenilworth Show, Coventry and Warwickshire’s largest agricultural show, for more than 10 years to drive media activity in support of ticket sales.

The show returned after a three-year hiatus in 2022, caused by the pandemic, with organisers – all of whom work in the regional farming community – needing a strong turnout.

What we did

We generated media coverage through positive news stories, securing radio coverage for spokespeople for the event in key local media, as part of a sixth-month campaign in the build up to the show.

The team also tapped into trends such as sustainability and young people in the farming community to widen its reach nationwide through trade media including Horticulture Week and Farmers Weekly.

As with previous years, we also had a presence on show day to capitalise on live media opportunities and support press photography and social media.

The Result

The Kenilworth Show returned in style with near record attendance. Thanks to a prolonged campaign and regular updates provided to our media contacts, BBC Online, BBC CWR, Free Radio and Coventry Live all featured interviews, images and comments from the day, helping to boost last minute ticket sales and raise the profile of the show ahead of the following year.

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PLMR’s crisis communications experience is second to none, and includes pre-emptive and reactive work across traditional and social media channels. We work with a range of organisations to offer critical communication support when they are faced with difficult and challenging scenarios.