Friday 14 – Sunday 16 June 2019Corporate Opportunities & Partnerships

Red Devils Freefall Team heading for The Main Arena

Royal Three Counties ShowFriday 14 – Sunday 16 June 2019

Royal Three Counties Show is the centerpiece of our year and the largest agricultural show in the Midlands. We celebrated the 60th anniversary of the show in its current format here at the Showground last year.

Over three days in June each year we showcase the best of British farming, food and the countryside.

Our local heritage and connections throughout the three counties of Gloucestershire, Worcestershire and Herefordshire remain at our core.

That said, as the show grows in popularity, sponsors can be confident that their messages will reach a diverse local, as well as national audience.

About the audience

• 96,000 footfall in 2019

• 74% ABC1 (59%AB)

• 60% female: 40% male

• Average age 44 years

• Average dwell time 6 hours

• 30% of visitors to the show are involved in farming and agriculture

• 86% of visitors would recommend the show to friends and family

• Horse & Hound, Farmers Guardian & Farmers Weekly are most read publications

About the show

• Attractions include livestock shows, equestrian competitions, regional food, family entertainment, trade stands, as well as thrilling Main Arena acts including the Red Devils Freefall Team

• HRH The Princess Royal is Patron

• Adam Henson, BBC’s Countryfile presenter is Official Show Ambassador

• Jack Walton is our Young Ambassador

• Over 8000 entries including 1000 cattle, 2,800 sheep, 550 pigs, 440 goats, 700 poultry as well as 2,800 equine entries. These draw large crowds as well as attracting competitors from around the country

• Over 50 Horse of the Year Show Qualifiers. Creates a key attraction for both equestrian specialists, as well as the general public

Crowds in the grandstand overlooking the Main Arena Jack Walton raising money for two agricultural charities Young exhibitors at the show

Our Royal Patron

Our Show Ambassador

“In my opinion, Royal Three Counties Show is one of the best agricultural shows in the country. With HRH Princess Royal as Patron, the show has gone from strength to strength.

The outstanding livestock entries, impressive show features and high quality trade stands are a credit to the Three Counties and British agriculture.I thoroughly recommend a visit to the show or better still – make a weekend of it!”

HRH The Princess Royal, our Royal Patron

Partner with us for the Farming Conference in association with Knight Frank in 2018. Use the opportunity in tandem with Royal Three Counties Show to build an ongoing relationship with our loyal agricultural audience.

• Celebrating its 13th year in 2019• A key date in the agricultural diary - Thursday 14

November 2019• Topic in 2018 was ‘Post Brexit Opportunities –

Planning Ahead for the future of Food and Farming’. • Distinguished panel of speakers at the evening

conference included Minette Batters NFU President, Neil Parish MP and Liz Bowles Head of Farming at the Soil Association.

• Evening conference chaired by Adam Henson, BBC Countryfile presenter

• Separate sponsorship pack available. Please ask for details

Each of the Three Counties takes its turn to host the show. 2019 is Herefordshire’s year as lead county.A launch event will take place at Hereford Cathedral in May providing sponsors with excellent PR opportunities. Homegrown Herefordshire companies may wish to consider becoming our ‘Official Herefordshire Partner’ in 2019.

We are privileged to have HRH The Princess Royal as Patron of Royal Three Counties Show.

She last toured the show in 2016 but makes separate private visits to meet key sponsors, members of the Council, local dignitaries and Showground staff.

When she attends Royal Three Counties Show she tours the show, makes key presentations and is always delighted to discover the high regard in which the show is held; not only among the three host counties but also nationally.

We look forward to many more visits.Herefordshire to host

Adam Henson, our Show Ambassador 2018 launch at Worcester Cathedral

PARTNERSHIP OPPORTUNITIES 2019

The Farming VillageThe Farming Village sits at the heart of the Royal Three Counties Show. It is one of the biggest livestock events in the country attracting eight National Shows in 2018 and 4,700 livestock entries. Sponsors can support individual classes, such as the prestigious Inter Breed Beef Championships or entire livestock sections such as Cattle, Sheep or Pig sections.We are grateful to Ballards LLP for their sponsorship of the Farming Village for the third year in 2019.

The Main ArenaThe Main Arena is a major draw with our visitors, featuring thrilling displays including the Red Devil’s Freefall Team. As Headline Partner, JCB Paint has naming rights until 2021.Hospitality Pavilion - Also available for sponsorship is the Hospitality Pavilion, located next to the arena. Ringside views and hospitality are on offer and it provides great networking opportunities.Members Pavilion - Located next to the Hospitality Pavilion. Great for data collection.

The Equestrian VillageIn 2018’s there were 2,700 equine entries making the Royal Three Counties Show one of the largest of its kind. We play host to 270 classes with 48 section championships in which some of the country’s top competitors participate. We are also proud to host no less than 53 Horse of the Year Show qualifiers.Sponsorship ranges from support of one class to naming rights to the entire Equestrian Village.

Opportunities• Option of Headline Partner taken until 2021

Headline Partner We are grateful to our Headline Partner JCB Paint who enjoy the benefits of Headline Partnership, including but not limited to:• National and regional brand exposure• Positive engagement with Three

Counties database• Positive engagement with visitors at

the show• Opportunity to generate long-lasting

brand goodwill• Differentiation of the product from its

competitors• Lead generation• Stakeholder hospitality

Opportunities• Sponsor a livestock section from £500-£1500• Separate sponsorship pack available. Please

ask for details

Opportunities• Naming rights to The Main Arena From £10,000• Naming rights to Sponsors or Members Pavilion

From £5,000

Opportunities• Naming rights to The Equestrian Village • From £10,000

PARTNERSHIP OPPORTUNITIES 2019

Food & DrinkPromoting the very best that the three counties has to offer, Herefordshire’s finest produce takes centre stage in 2019, as the lead county. Sponsors can be assured of high footfall with 80% of our audience visiting and keen to support local traders. The main attractions of a Cookery Theatre, Cheese & Dairy Produce Competition and Cider Festival always draw in the crowds.

Wellington Boot TheatreThe Wellington Boot Theatre offers informative talks from an array of local personalities in the fields of sport, food and farming to name a few. Hosted by BBC Hereford and Worcester’s Andrew Easton, talks cover the breadth of country life in the three counties. Here sponsors can benefit from increased dwell times and brand acknowledgement from our inspiring theatre hosts.

Countryside Arena Family Trail

Opportunities:• Naming rights to Food & Drink Hall• From £5,000

Opportunities:• Naming rights to Wellington Boot Theatre• From £6,000

Opportunities:• Naming rights to Countryside Arena• From £7,000

Opportunities:• Naming rights to the Schools & Family Trail• From £5,000

As the name suggests, the Countryside Arena gives visitors a flavour of countryside life with demonstrations from sheep dog and duck herding, falconry, western riding skills and galloping acrobats.The timetabled events are well supported in terms of visitors with the arena being the top voted attraction across a sample of visitors in 2018.

This trail is designed for weekend family participation. Following a trail around our main show features, children and families search for letters to solve an anagram. After finishing the trail, participants can be directed back to the sponsor’s marquee to collect a prize. A great way to draw visitors in!

OUR VISITORS – YOUR NEW CUSTOMERS

Tailored PackagesWe provide tailored packages to suit individual needs, objectives and budgets and work with you to achieve the maximum return on your investment.

Sponsorship of Royal Three Counties Show comes in a near limitless range of possibilities; starting from support of a single display, to taking naming rights of a whole show village (see map on page 10) to Headline Partner.

Your objectives

These may include:

• Building brand awareness through our marketing channels, media coverage and presence at show

• Strengthening corporate identity by aligning with a creative and innovative agricultural organisation

• Targeted marketing to our email database of 59,000

• Sampling your product to show visitors

• Funding a community education project

• Promoting brand values to stakeholders including consumers, employees, the community, media and our celebrity guests

• Engaging clients and staff with exclusive and rewarding hospitality experiences

• Joining a network of regional partners

• Playing a part in supporting the future of agriculture

Industry sectorsIndustry sectors that would benefit from partnering with us:• Agricultural companies• Building developers • Garden suppliers • Charities• Holidays & travel• Finance and insurance• Media• Education• Health and fitness• Food and drink

Top benefits• Promotional offers to Three

Counties growing e-database and visitors to show

• Branding at show to include big screen and plasma screen adverts

• Editorial online, in social media and in Show Guide

• Powerful and unique campaigns in conjunction with our own marketing and PR

• Special corporate and/or staff experiences with our celebrities

• Programme specialist workshops into our show’s schedule

• Trade stands in premium locations

• Fundraiser events

Listers staff enjoying a quiet moment

Painting piggy banks in the Nationwide marquee

The team from Harrison Clark RickerbysBonne Maman inviting visitors to sample

Show Partner

Objectives:To remind consumers and staff that Westons Cider remains a heritage brand. Promote Westons Visitor Centre as a great British day out in Herefordshire

Key Activities:• Naming rights to Hospitality Pavilion• Branding of Hospitality Pavilion

including dressed garden featuring Westons Cider memorabilia

• Branded banners on Main Arena in front of Hospitality Pavilion

• Separate trading area for bar sales

“Westons Cider’s growth and success is firmly embedded in the local community with our roots in Herefordshire. Sponsoring at Royal Three Counties Show allows us to communicate this important message to a local audience as well as raise awareness of our Visitor Centre.”Helen ThomasManaging Director

Headline Partner

Objectives: To target our loyal livestock and equine exhibitors in order to build brand profile and distinguish the paint from its competitorsKey Activities:• Full benefits of headline

sponsorship including press release announcing the partnership, logo on all on-line & printed marketing collatoral, naming rights to the Main Arena, high visibility branding at main entrances, engagement spaces at show, hospitality for stakeholders and branded flag drop by the Red Devils Freefall Team

“The Royal Three Counties Show delivers an excellent platform for the JCB Paint brand to engage with farming, equine and local communities. The team behind the event are fantastic, working closely with us to devise a strategy that maximises our partnership.”Chris HonerChief Executive

ENDORSEMENTS FROM OUR CURRENT SPONSORS

Show Partner

Objectives:To positively engage with the farming community, network with other businesses and raise brand awareness

Key Activities:• Naming rights to Farming Village • Logo on Farming Village signage

and banners in each livestock ring and livestock halls

• Presence in Livestock Schedule, Livestock Catalogue and Show Guide

• Hospitality for guests

“We are delighted with our sponsorship at Royal Three Counties Show. It demonstrates our continued support of the local agricultural community as well as enabling us to look to the wider business and local communities of the three counties.Steven Jones,Business Development Director

Show Partner

Objectives:To increase car sales and raise brand awareness through supporting a local prestigious show

Key Activities:• Large premium stand space at

South Gate (main) entrance to showcase product and gather sales leads

• Logo on digital and printed marketing materials

• Banners in Main Arena and Livestock Rings

• Branded flag drop

“In terms of strategic alliances, Royal Three Counties Show is perfect for us with our network of showrooms around Gloucestershire, Herefordshire and Worcestershire We are delighted to be supporting such an iconic event in the Midlands.”Toni DunkGroup Marketing Manager

Our prestigious event offers a unique opportunity to engage with a leisure time audience of several million people through multiple media channels extending beyond the three day duration of the show

OUR MARKETING REACH

Media & PR ReachMedia coverage in 2018 generated 496 pieces of press coverage, 87% of which was regional and 13% national with a total reach of 7.6 million.

Regional, specialist press and broadcast• Trinity Mirror: Gloucesterhire Echo

(9,543), Gloucester Citizen (9,611), Stroud News & Journal (7,350) & Western Daily Press (14,472)

• Newsquest: Worcester News (6,574), Hereford Times (18,460), Three Counties Farmer (6,000)

• 30,112 circulation Horse & Hound • 32,366 circulation Farmers Guardian• 102,000 reach Cotswold Life • 436,000 reach - radio advert. Four

opportunities to hear. Advert voiced by Adam Henson and broadcast on TouchFM, Heart, Sunshine Radio, thebreeze, Signal, Freeradio

Print • 25,000 leaflets

On Line • Dedicated website: royalthreecounties.co.uk• 60,000 email database• 700 Twitter followers • 21,000 Facebook likes

Sponsor BenefitsWe aim to develop collaborate relationships with all our sponsors to best achieve shared goals. Bespoke opportunities exist to engage with our audiences via our marketing channels and at show. Please contact us for more information (see back page)

2018 map2019 to follow when available

Align your brand with our unique heritageThe finest celebration of rural life and the countryside in the heart of England

We welcome enquiries about commercial opportunities at Royal Three Counties ShowPlease contact the team to find out more

royalthreecounties.co.ukthreecounties.co.ukThree Counties Showground, MalvernWorcestershire, WR13 6NW

Suzy HillierHead of Commercial E suzy.hillier@threecounties.co.ukT 01684 584918

Claire BlackfordSponsorship Account Manager E claire.blackford@threecounties.co.ukT 01684 584909

Richard HeathShow Executive, Three CountiesE richard.heath@threecounties.co.ukT 01684 584906