Two Queensland icons walk into a showground...

Posted 24 Jul

Ekka 2024 | Royal Queensland Show | Event Campaign

Who they are

Every Queenslander knows the Ekka. It’s more than an event — it’s a tradition. For 10 days every August, the Royal Queensland Show transforms Brisbane into a celebration of all things country and community, drawing hundreds of thousands to the RNA Showgrounds for fireworks, dagwood dogs, rides, ribbons, and childhood memories in the making. As one of the state’s most iconic institutions, the Ekka holds a special place in our culture — and at goa, we’re proud to have been part of their story for several years.

The Challenge

Each year brings new dynamics: weather uncertainty, shifting ticket trends, changes in tourism, and a fast-moving digital media landscape. But the challenge remains the same — how do you make sure the Ekka is top of mind for every Queenslander in the weeks before the gates open? In 2024, the campaign leaned into urgency, excitement, and value. With strong competition from other winter events and school holiday entertainment options, visibility needed to be unmissable and message-led. And with both goa and the Ekka being proudly Queensland-owned, it felt fitting to team up again to put on a proper show.

Our Approach

We deployed a fast-paced, high-frequency digital billboard campaign across Brisbane — 27 large and small-format digital faces — strategically placed in high pedestrian and vehicular traffic zones.

Creative was intentionally colourful, warm and nostalgic — designed to speak to parents, families, and city-siders yearning for a slice of country charm. Messaging evolved throughout the campaign:

• Early awareness: “Stacks of Fun!” + countdowns like “2 Sleeps ’Til Showtime!”
• Tactical offers: “20% Off Ends Thursday!” + “Thrifty Thursday $32 tickets”
• Brand reinforcement: “Where Country Stops Over” and “Where Champions Are Crowned”

The campaign worked hand-in-hand with Ekka’s broader media mix — but out-of-home served as the daily, visible drumbeat for Brisbane.

Why the Creative Worked

This campaign captured attention and drove action by blending nostalgia with urgency. It invited Queenslanders to reconnect with something familiar — while cleverly promoting time-sensitive offers. The copy was cheeky and confident; the visuals were joyful and relatable.

The result? An identity-led campaign that didn’t just drive ticket sales — it reinforced Ekka’s relevance for today’s audience.

Seasonal events need more than a date on the calendar — they need cultural permission to take up space. Out-of-home gave Ekka 2024 just that: a joyful, visible invitation to gather, play, eat and celebrate. And Brisbane showed up.

Explore this year’s show or plan for the next one at ekka.com.au

Campaign metrics sourced from MOVE (Model: August 2025 – 2022 Model) and goa campaign delivery reporting. MOVE is Australia’s industry standard for Out of Home measurement, tracking visibility, reach, frequency and Neuro Impact Score to measure audience attention and brand recall. Learn more ↗