The 139th and 140th Lincolnshire Show SERVICES PR, social media 288 items of media coverage 15.5 million estimated views through media coverage 2.9 million impressions on social media 7% year on year increase in tickets sold Best attendance in 15 years at the 2025 Show The Lincolnshire Show is an annual two-day event with around 60,000 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 Show, Carrington was hired to once again promote Lincolnshire’s biggest event in 2025. In both years, we created and implemented a 6-month PR strategy and a 2-month social media strategy to raise awareness and ticket sales. Our PR strategy also included promotion of Countryside Lincs – a smaller, more family oriented event – ahead of the Show. Our target for the 2024 Show was to maintain visitor numbers under a new pricing structure, improve outreach to under 35s, secure widespread media coverage, improve brand identity, build awareness of the Show’s charitable purpose and reinvigorate the Show/Showground’s social media presence – all of which we achieved. Then, in 2025, we set ourselves more ambitious targets to exceed the previous year’s results and make the 140th Lincolnshire Show the biggest in a generation. We set ourselves the following KPIs, which we exceeded: As a result of our work, the 140th Lincolnshire Show had the highest attendance in 15 years, with 153 secured items of coverage, a 7% increase in ticket sales, 1.5 million social media impressions and 10 million estimated coverage views, with the BBC, ITV, Channel 4 and dozens of other media professionals in attendance. To encourage return visitors in 2025, we began our PR campaign with the first of three press releases designed to drip feed information on new elements of the Lincolnshire Show. As this was the 140th Show, we took advantage of this milestone anniversary and issued the press release when there were 140 days to go until the Show. Then, with two months to go until Countryside Lincs 2025, we quickly shifted focus – promoting this event through a press release and emphasising its more family-friendly nature. This release was targeted to a younger and more local audience and we liaised with local what’s on and events guides targeting family audiences in and around Lincolnshire. We also secured further coverage in the press and on social media by securing media attendance at Countryside Lincs from four publications and one influencer, which proved very effective in maximising reach to our target audience. Our PR for Countryside Lincs 2025 resulted in 26 pieces of media coverage with estimated views of 1.34 million. We then returned our focus to the Lincolnshire Show, with a new press release to announce some very special guests for the 140th Show – The Princess Royal and Matt Baker MBE. We also used this opportunity to announce some brand-new attractions for 2025, as well as some exciting updates to returning attractions. 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. Across both years, 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 pieces of information. We then designed attractive and informative content 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 2025, we also created bespoke video content to showcase some of the exhibitors and how they were preparing for the 140th Show. We attended Countryside Lincs, interviewing and filming exhibitors who would also be attending the Lincolnshire Show, resulting in seven ‘meet the exhibitor’ videos which were shared across LinkedIn, Facebook, X, Instagram and TikTok. On Show days in both 2024 and 2025, a member of our team managed social media comments and messages to ensure communication remained timely, and we also filmed real-time Reels and TikTok videos 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. “Working with Carrington Communications as our media partner for both Countryside Lincs and the Lincolnshire Show has been an exceptional experience from start to finish. From the very first meeting, their team demonstrated a profound understanding of our needs and goals. Their strategic approach to media planning and execution has significantly enhanced the visibility and engagement, especially for Countryside Lincs. “The level of professionalism and expertise they brought to the table was incredible. Carrington seamlessly integrated themselves into our team, offering insightful advice and innovative solutions that were both practical and impactful. Their proactive communication and attention to detail ensured that every campaign was executed flawlessly and delivered on time. “One of the standout aspects of our collaboration was their commitment to understanding our brand’s unique voice and values. They crafted compelling narratives and engaging content that resonated perfectly with our target audience, resulting in measurable increases in our reach and engagement metrics. “Moreover, the transparency and regular updates provided by Carrington kept us informed and confident throughout the entire process. They were always available to answer questions, provide insights, and adjust strategies as needed, making the partnership feel truly collaborative. “In summary, partnering with Carrington Communications has been a game-changer for our media efforts for these two events. Their expertise, dedication, and innovative approach have exceeded our expectations, and we highly recommend their services to any organisation looking to elevate their media presence.” Charlotte Powell, Chief Executive, Lincolnshire Agricultural Society Our expert digital marketing team are here to help PR and social media for Lincolnshire’s biggest event
“It’s been a pleasure working with Carrington as our PR agency for the second 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
Results
The Brief
Our PR Approach
Social Media Strategy
Testimonial
Looking for support with your next project?
