Royal Melbourne Show

Royal Melbourne Show Campaign

There are some strong emotions attached to The Royal Melbourne Show when viewed through the prism of our own childhood or through witnessing the joy of our own children cuddling a little goat or waddling towards the train station laden with show bags. The show is a unique experience. It was unique way back when your parents took you. It is unique when you take your kids. And it is still unique now. It’s an experience which stays with you forever. The huge bulls. The sideshows. The cute rabbits. The funny dog owners. The rides. The colour, lights and movement. We strongly believe that there is a meaningful essence to what the show is all about. It offers unforgettable experiences for all sorts of people, in all sorts of ways. Hence our theme of Unforgettable.   


The Show has been Melbourne’s largest community event for over 160 years. OMG was asked to come up with a creative expression and campaign that could define The Royal Melbourne Show for past and new generations.


There is a truism for the Royal Melbourne Show. Every person who has grown up in Melbourne has a vivid childhood memory about The Show.


Attendance to the Royal Melbourne Show has received steady growth across a range of target demographics YoY. The 2017 campaign achieved 30% growth in online pre-sales YoY, with a further 10% growth YoY in 2018.

The Creative

Concept & Development: OMG!Creative; Written: Peter Murphy / OMG!Creative; Directed: Tim Haynes, Produced: OMG!Creative
Royal Melbourne Show: Pre-Show Miniguide – internal pages (event map)
Royal Melbourne Show: event posters – outdoor
Royal Melbourne Show: Facebook Canvas – target market: foodies
Royal Melbourne Show: Herald Sun TruSkin – Landing Page Takeover

What else?

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Contact Us

OMG! Creative

Level 2, 10 Queens Road*
Melbourne Victoria 3004

03 9654 0532

*Entry via 10 Queens Lane

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