The Kent County Show: 94 years of charity and community
Overview
As marketers, we often pour our energy into compelling event campaigns for the immediate period, only to find ourselves reinventing the wheel the following year. But what if your event's creative could not only captivate for today but also lay a foundation for enduring appeal, growing stronger with each passing year? This was the challenge - and the exciting opportunity - presented by the Kent County Show.
The Kent County Show, a celebrated cornerstone of the agricultural calendar since 1923, is more than just a three-day event; it's a legacy. Attracting over 70,000 people annually, its core mission is to educate visitors on the vital role of farming and the rural sector, all while delivering a "fun family experience". Their previous creative efforts, while effective for the moment, highlighted a need for a long-term, overarching brand creative that could be used ongoing. The goal was to establish a brand that felt both historically prestigious and modern, reflecting the show's evolution while maintaining its agricultural roots.