Lincolnshire Show

PR and social media for Lincolnshire’s biggest event

148items of coverage secured

4.49Mestimated views from coverage

1.6Msocial media impressions

62,000+visitors

The brief

The Lincolnshire Show is an annual two-day event with around 62,000 visitors, over 500 exhibitors and almost 3,000 livestock and equine entries. After successfully planning and executing a PR and social media campaign for the 2024 and 2025 show, Carrington was hired to once again promote Lincolnshire’s biggest event in 2026.

Following our record-breaking results for the 140th Lincolnshire Show in 2025, we set ourselves the challenge of securing even more ticket sales, reaching more people on social media and increasing website sessions for the 141st Show in 2026.

We created and implemented a 6-month PR strategy and a 2-month social media strategy to raise awareness and promote ticket sales. Our PR strategy also incorporated the promotion of Countryside Lincs – a smaller, more family oriented event – which we used to also promote Lincolnshire Show.

Our approach

A drip-fed press campaign

To encourage visitors in 2026, we began our PR campaign with the first of three press releases, designed to drip feed information on new elements of the Lincolnshire Show and highlight popular returning features.

Then, we released a press release to promote Countryside Lincs 2026, emphasising its family-friendly nature. This release was targeted to a younger and more local audience. We also liaised with local what’s on and events guides targeting family audiences in and around Lincolnshire.

We then returned our focus to the Lincolnshire Show, with a new press release to announce exclusive celebrity guests for the 141st Show – TV personality, Kelvin Fletcher, and JLS band member, JB Gill. We also used this opportunity to promote key attractions for the two-day event.

Then, with just a couple of weeks to go until the Show, we issued our final press release with an informative angle – highlighting everything people needed to know about the Show ahead of their visit.

Aerial view of the Lincolnshire Show showground with crowds, marquees and the main ring

Charlotte Powell, Chief Executive, Lincolnshire Agricultural Society, at the Lincolnshire Show

Carrington team member watching TV crews broadcast live from the Lincolnshire Show

Social media content

There was a large quantity of information that we needed to convey to stakeholders through social media, so we worked with organisers to identify the key details. We then designed attractive and informative content, in line with existing branding, to convey this information.

Alongside these, we created more promotional content aimed at visitors, to provide an enticing glimpse into the Show’s attractions and events.

In 2026, we created bespoke video content to showcase some of the exhibitors, showing how they are preparing and asking what the Lincolnshire Show means to them, resulting in a series of ‘meet the exhibitor’ videos which were shared across LinkedIn, Facebook, Instagram and TikTok.

On-the-day support

On both days of the Show, we managed social media comments and messages to ensure communication remained timely, and we also filmed real-time content to show what was happening across the Showground each day. In addition, we forged strong relationships with the Show’s official photographers to enable photos to be processed and shared at regular intervals throughout the Show.

Meanwhile, we managed the Show’s dedicated press room where we welcomed 77 media professionals from 23 different publications, as well as two influencers, and arranged media interviews with Showground personnel, celebrity guests, exhibitors and traders.

“It’s been a pleasure working with Carrington as our PR agency for the third year running. Their enthusiasm, creativity and understanding of the Lincolnshire Show have been invaluable in helping us tell our story and reach new audiences. On Show days, they feel like an extension of our team and are always happy to help.”

Charlotte Powell

Chief Executive, Lincolnshire Agricultural Society

The results

Including pre-event, on-the-day and post-event coverage, our activity resulted in a total of 148 pieces of coverage with 4.49 million estimated views. There were also 71 pieces of extra coverage mentioning the Lincolnshire Show, which we didn’t play a part in, taking the total coverage to 219 items.

Our efforts saw 1,613,935 impressions across social media channels, increasing the total impressions from our 2025 social media work by 6%.

The 141st Lincolnshire Show saw over 62,000 visitors, with the BBC, ITV and dozens of other media outlets in attendance. Our activity also helped to drive 135,029 visitors to the Lincolnshire Showground website between January and June.