Castlewellan Agricultural Show is a much-loved annual celebration of farming, food and rural life, set within the picturesque surroundings of Castlewellan Forest Park. Bringing together livestock competitions, local produce, trade stands, crafts and family entertainment, the show offers something for everyone while showcasing the very best of Northern Ireland’s agricultural and rural community.
nova. supported Castlewellan Show with a complete digital and communications package, including the design and development of a new website, ongoing social media management and content creation, PR, and the creation and management of targeted advertising campaigns to build awareness, drive engagement and promote the show to a wider audience.
A Fresh, User-Friendly Website
nova. designed and developed a new website for Castlewellan Show, creating a fresh, engaging digital presence that reflects the energy, heritage and community spirit of the event. The site was built with the visitor experience at its core, with clear navigation making it easy to find key information on everything from livestock and trade to volunteering, sponsors and show-day details.
A key focus was creating a simple journey from browsing to buying. Prominent ticket calls-to-action throughout the website make it quick and easy for visitors to purchase tickets online, helping encourage advance sales while providing all the practical information needed to plan their day. The site also provides dedicated pathways for sponsors, traders and volunteers, making it a useful platform for both visitors and the wider show community.
The result is a modern, accessible and easy-to-navigate website that gives Castlewellan Show a strong digital platform to promote the event, engage its audiences and support ticket sales year after year.
UGC, Photography & Content Creation
To capture the atmosphere and energy of Castlewellan Show, nova. delivered engaging visual content across the campaign. This included professional photography on show day, capturing everything from the crowds and competitions to exhibitors, entertainment and the moments that make the event unique.
Ahead of the show, nova. also attended pre-show events and activities, creating authentic UGC-style content to build excitement and give audiences a behind-the-scenes look at the preparations.
Short-form video played a key role in the content strategy, with engaging Reels created for social media to showcase the people, personalities and experiences behind the show. This provided Castlewellan Show with a strong bank of high-quality, authentic content to drive engagement before, during and after the event.
Ad Creation & Management
nova. delivered an extensive digital advertising campaign in the lead-up to Castlewellan Show, focused on increasing awareness and, importantly, converting interest into online ticket sales.
From developing engaging ad creative and copy to audience targeting and campaign management, the ads were continually monitored, tested and adjusted based on performance and conversion rates. Budget and creative were optimised throughout the campaign to focus investment on the audiences and content delivering the strongest results.
The campaign generated a significant volume of online ticket sales, contributing to Castlewellan Show achieving its highest-ever level of online sales and demonstrating the impact of a strategic, performance-led approach to digital advertising.
PR & Social Media Management
nova. delivered a strategic PR and social media campaign designed to build momentum in the lead-up to Castlewellan Show and turn online engagement into real results.
A tailored content strategy was developed, with social media content carefully planned, created and scheduled around key campaign objectives – driving online ticket sales, promoting show attractions, engaging existing audiences and reaching new followers. Content also helped showcase sponsors and create opportunities to engage with new and potential sponsors, strengthening the wider show community.
Alongside social media, nova. managed local PR activity, helping generate awareness of the show and its key stories across relevant local media and audiences.
Through consistent, engaging content and active community management, the campaign grew awareness and engagement around Castlewellan Show, built excitement as show day approached and, ultimately, helped convert that increased interest into ticket sales and the most successful show to date.
“Our social media followers have grown by thousands over the last few months and the online sales were the highest ever“
Show Secretary – Mary Valentine
nova. delivered a full-service digital marketing campaign for Castlewellan Show, bringing together a new user-friendly website, strategic social media management, engaging content creation, photography and UGC, PR and targeted digital advertising. Every element worked together to grow awareness, increase engagement and drive ticket sales, contributing to the show’s highest-ever level of online ticket sales.
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