Case study

RAS of NSW: The Show goes on

For 24 years, Cox Inall dentsu has managed the media and PR strategy for the Sydney Royal Easter Show (the Show), one of Australia’s biggest annual events.


In close collaboration with the Royal Agricultural Society of NSW (the RAS), Cox Inall dentsu undertakes extensive planning and preparation for the Show. This includes strategy development, issues preparedness and media training for key spokespeople, coordinating pre-Show media events, media briefings, story development and logistics to create engaging media opportunities for journalists and drive value back to the RAS of NSW.

We work closely with all major media outlets, as well as rural and regional media across NSW, to deliver unique and engaging stories that tell the story of the Show, agricultural excellence and the people at the heart of rural Australia.

Our deep understanding of agriculture and the Show, coupled with our major metro and rural media connections, enables us to provide unrivalled strategic media planning and on the ground support to deliver outstanding coverage results and outcomes year on year.


In 2021, Cox Inall dentsu achieved:

  • Over 9,000 media mentions with a potential reach of 76,051,427
  • Around 1,700 online news articles, 4,400 pieces of TV coverage, 2,900 radio clips and 400 print articles
  • Media coverage across rural, regional and national metro media
  • When it was held, the 2021 Show was the largest COVID-19 era event in the world. Cox Inall helped ensure clear and consistent delivery of COVIDSafe messaging in the lead up to and throughout the Show. The event safely allowed 800,000 people through the gates over its 12 days.