Friday 12 – Sunday 14 June 2020 Corporate Opportunities & Partnerships A bumper crop of farming, food and family fun The Parachute Regiment Freefall Team, The Red Devils, heading for The Main Arena Royal Three Counties Show About the audience About the show Friday 12 – Sunday 14 June 2020 • 90,000 footfall in 2019 • Attractions include livestock shows, equestrian Royal Three Counties Show is the centerpiece competitions, regional artisan food, family of our year and the premier agricultural, • 67% ABC1 (27%AB) entertainment, trade stands, as well as thrilling Main countryside show in the Midlands. Arena acts including the Red Devils Freefall Team • 57% female: 43% male 2020 sees Royal Three Counties Show • HRH The Princess Royal is Patron. The show was celebrating its 62nd year in its current format • Average age 46 years awarded Royal Status in 2014 at the Three Counties Showground. • Average dwell time 4 hours and 13 minutes • Adam Henson, BBC’s Countryfile presenter is Showcasing the best of British farming and Official Show Ambassador top British produce, our local heritage and • Average spend: £80.87 per person connections throughout the three counties of • Over 8,000 entries including 800 cattle, 3,000 sheep, , and • 60% of visitors originate from West 500 pigs, 618 goats, 700 poultry as well as 2,600 remain at our core. Midlands, 26% from South West equine entries. These draw large crowds as well as attracting competitors from around the country That said, with widespread promotion and • 81% are likely to be return visitors media coverage, partners can be confident • Over 58 Horse of the Year Show Qualifiers. Creates a that their message will reach a diverse local, • The Daily Mail, Daily Telegraph and Farmer’s key attraction for both equestrian specialists, as well as well as national audience. Weekly are most read publications as the general public

The Grand Parade of Livestock Crowds in the grandstand overlooking the Main Arena Minette Batters, NFU President visiting the show in 2019 Partner with us for the Farming Conference in 2020. Use the opportunity in tandem with Royal Three Counties Our Royal Patron Show 2020 to build an ongoing relationship with our loyal We are privileged to have HRH The agricultural audience. Princess Royal as Patron of Royal Three Counties Show. • Celebrating its 14h year in 2020 • A key date in the agricultural diary - Thursday 19 She last toured the show in 2016 but November 2020 makes separate private visits to meet key • Topic for 2020 is sustainability in the farming industry sponsors, members of the Council, local • Distinguished panel of speakers. In 2019 these dignitaries and Showground staff. included Ali Capper, Chair of NFU Horticultural & Potatoes Board & George Dunn, Chief Executive When she attends Royal Three Counties Tennant Farmers plus others Show she tours the show, makes key • Evening conference chaired by Adam Henson, BBC presentations and is always delighted to Countryfile presenter discover the high regard in which the • Separate sponsorship pack available. Please ask for show is held; not only among the three details host counties but also nationally.

We look forward to many more visits. Gloucestershire to host HRH The Princess Royal, our Royal Patron Each of the Three Counties takes its turn to host the show. 2020 is Gloucestershire’s year as lead county. Our Show Ambassador A launch event will take place in May providing sponsors with excellent PR opportunities. Homegrown “In my opinion, Royal Three Counties Show Gloucestershire companies may wish to consider is one of the best agricultural shows in the becoming our ‘Official Gloucestershire Partner’ country. With HRH Princess Royal as in 2020. Patron, the show has gone from strength to strength.

The outstanding livestock entries, impressive show features and quality of trade stands are a credit to the Three Counties and British agriculture. I thoroughly recommend a visit to the show Adam Henson, our Show Ambassador 2019 launch at or better still – make a weekend of it!” Cathedral PARTNERSHIP OPPORTUNITIES 2020

Headline Partner The Farming Village The Equestrian Village The Main Arena We are grateful to our Headline Partner The Farming Village sits at the In 2019 there were 2,600 equine The Main Arena is a major draw with our JCB who enjoy the benefits of Headline heart of Royal Three Counties entries making the Royal Three visitors, featuring thrilling displays Partnership, including but not limited to: Show. It is one of the biggest Counties Show one of the largest including the Parachute Regiment • National and regional brand livestock events in the country of its kind. We play host to 265 Freefall Team, The Red Devils. As exposure attracting 4,918 livestock entries, classes with 60 section Headline Partner, JCB has naming rights • Positive engagement with Three over 900 classes, more than 100 championships in which some of until 2021. Counties database different breeds and 11 National the country’s top competitors Hospitality Pavilion - Located • Positive engagement with visitors at Shows in 2019. participate. overlooking the Main Arena, this pavilion the show Sponsors can support individual We are also proud to host no less offers ringside views, fantastic hospitality • Opportunity to generate long-lasting classes, such as the prestigious than 58 Horse of the Year Show and provides great B2B networking brand goodwill Inter Breed Beef Championships, qualifiers. opportunities. • Differentiation of the product from entire livestock sections, such as Sponsorship ranges from support Members Pavilion - High footfall and its competitors Cattle, Sheep or Pig sections or of one class to naming rights to dwell time for data capture with the • Lead generation The Farming Village in its entirety. the entire Equestrian Village. marquee full of Three Counties’ • Stakeholder hospitality members and business professionals. Opportunities Opportunities Opportunities Opportunities • Naming rights to The Main Arena From £10,000 • Option of Headline Partner taken until 2021 • Sponsor a livestock section from £500-£1500 • Naming rights to The Equestrian Village • Naming rights to Hospitality or Members or The Farming Village From £10,000 From £10,000 Pavilion From £5,000 PARTNERSHIP OPPORTUNITIES 2020

Food & Drink Festival Countryside Arena Outdoor Adventure Selfie Trail Promoting the very best that the As the name suggests, the The clue is in the name. The This trail is designed for three counties has to offer, Countryside Arena gives visitors a Outdoor Adventure zone is full to participation by schools on Gloucestershire’s finest produce taste of countryside life with burst with outdoor fun and ‘schools go free’ Friday as well as takes centre stage in 2020, as the traditional country sports and sporting activities. From learning scouts/guides and families over lead county. demonstrations. From sheep dog about life in medieval Britain, to the weekend. Over 3,000 school Sponsors can be assured of high and duck herding to falconry, den building, to trying out Army children attend along with 1,000 footfall with 80% of our audience western riding skills and galloping drills to scuba diving or wall scouts/guides. Following a visiting and keen to support local acrobats there’s a huge variety on climbing – there’s no shortage of farmyard themed selfie trail artisan traders. The main offer. The timetabled events are experiential or physical activity to around the main features of the attractions of a Cookery Theatre, well supported in terms of visitor try your hand at. Ideal for a show participants can be Cheese & Dairy Produce numbers with the Countryside company with a sports/activity directed back to the sponsor’s Competition and Cider Festival Arena being one of the top voted based business targeting the marquee to collect a small prize. always draw the crowds. attractions at the show. family market. A great way to draw visitors in!

Opportunities: Opportunities: • Naming rights to Food & Drink Festival Opportunities: • Naming rights to Countryside Arena Opportunities: including Cookery Theatre • Naming rights to Outdoor Adventure • • From £7,000 Naming rights to the Selfie Trail • From £8,000 • From £5,000 • From £4,000 OUR VISITORS – YOUR NEW CUSTOMERS

Tailored Packages Your objectives Industry sectors Top benefits We provide tailored packages to Industry sectors that would • Promotional offers to Three suit individual needs, objectives benefit from partnering with Counties’ growing e-database and and budgets and work with you to These may include: us: visitors to show achieve the maximum return on • Agricultural companies • Branding at show to include big your investment. • Building brand awareness through our • Building developers screen and plasma screen adverts marketing channels, presence at show • Garden suppliers • Editorial online, in social media Sponsorship at Royal Three and media coverage • Charities and in Show Guide Counties Show comes in a near • Holidays & travel • Powerful and unique campaigns in limitless range of possibilities; • Strengthening corporate identity by • Finance and insurance conjunction with our own starting from support of a single aligning with a creative and innovative • marketing and PR display, to taking naming rights of Media agricultural organisation • Special corporate and/or staff a whole show village (see map on • Education • experiences with our celebrities page 10) to Headline Partner. • Targeted marketing to our email Health and fitness • Food and drink • Programme specialist workshop, database talks into our show’s schedule • Trade stand in premium location • Sampling your product to show visitors • Fundraising events • Funding a community education project

• Promoting brand values to stakeholders including consumers, employees, the community, media and our celebrity The team from Harrison Clark Rickerbys guests

• Engaging clients and staff with exclusive and rewarding hospitality experiences

• Joining a network of friendly regional partners

• Playing a part in supporting the future of farming and the countryside

Circle2Success with guests in the Hospitality Pavilion Listers staff enjoying a quiet moment Bonne Maman inviting visitors to sample ENDORSEMENTS FROM OUR SPONSORS

Headline Partner Show Partner Show Partner Show Partner

Objectives: Objectives: Objectives: Objectives: To target our loyal agricultural and To increase car sales and raise brand To remind consumers and staff that To positively engage with the farming equine exhibitor as well as general visitor awareness through supporting a local Westons Cider remains a heritage brand. community, network with other in order to showcase new product and prestigious show Promote Westons Visitor Centre as a businesses and raise brand profile support a heritage rich local show great British day out in Herefordshire Key Activities: Key Activities: Key Activities: • Large premium stand space at Key Activities: • Naming rights to Farming Village • Full benefits of headline sponsorship South Gate (main) entrance to • Naming rights to the Wellington Boot • Logo on Farming Village signage including press release announcing showcase product and gather sales Theatre and banners in each livestock ring the partnership, logo on all on-line & leads • Branding of Wellington Boot Theatre and livestock halls printed marketing collatoral, naming • Logo on digital and printed featuring Weston’s memorabilia • Presence in Livestock Schedule, rights to the Main Arena, high marketing materials • Complimentary tickets & discount Livestock Catalogue and Show visibility branding at main entrances, • Banners in Main Arena and code Guide engagement spaces at show, Livestock Rings • Separate cider bar for sales • Hospitality package for guests hospitality for stakeholders and • Branded flag drop branded flag drop by the Red Devils “Westons Cider’s growth and success is “We are delighted with our Freefall Team “In terms of strategic alliances, Royal firmly embedded in the local sponsorship at Royal Three Counties “The Royal Three Counties Show Three Counties Show is perfect for us community with our roots in Show. It demonstrates our continued delivers an excellent platform for JCB to with our network of showrooms Herefordshire. Sponsoring at Royal support of the local agricultural engage with farming, equine and local around Gloucestershire, Three Counties Show allows us to community as well as enabling us to communities. The team behind the Herefordshire and Worcestershire communicate this important message look to the wider business and local event are fantastic, working closely with We are delighted to support such an to a local audience as well as raise communities of the three counties. us to devise a strategy that maximises iconic event in the Midlands.” awareness of our Visitor Centre.” our partnership.” Toni Dunk Helen Thomas Steven Jones, Henry Stevens Group Marketing Manager Managing Director Business Development Director Owner, JCB Fire Protection Coatings OUR MARKETING REACH 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

Media & PR Reach Print Media coverage in 2019 generated 412 pieces • 23,800 leaflets of press coverage, 88% of which was regional and 12% national with a total reach of On Line 9,000,000 people worth £190,000. • Dedicated website: royalthreecounties.co.uk Regional, specialist press and • 50,000 email database broadcast • Facebook (24,000 fans) • Reach PLC: Gloucesterhire Echo & Citizen • Twitter (2,100 followers) (19,143) • Instagram (1,700 followers) • United Press: Western Daily Press (13,500) • Newsquest: Worcester News (5995), Berrows Journal (31,428), Stroud & News Journal, Journal, Hereford Times, Malvern Gazette & Ledbury Reporter (53,818) • Horse & Hound (27,896) • Farmers Guardian (29,438) • Cotswold Life (128,000) • 30 sec radio advert voiced by Adam Henson. 6 opportunities to hear. Broadcast on TouchFM, Heart, Sunshine Radio, thebreeze, Signal, Freeradio

Sponsor Benefits We 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) 2019 map

2020 map to follow when available Align your brand with our unique heritage to celebrate the great British countryside and rural life We welcome enquiries about commercial opportunities at Royal Three Counties Show Please contact the team to find out more

royalthreecounties.co.uk threecounties.co.uk Three Counties Showground, Malvern Worcestershire WR13 6NW

Suzy Hillier Claire Blackford (Features) Richard Heath (Livestock/Equine) Head of Commercial Sponsorship Account Manager Show Executive, Three Counties E [email protected] E [email protected] E [email protected] T 01684 584918 T 01684 584909 T 01684 584906