Moreton Show

Moreton Show is one of the UK’s most established one-day agricultural events. Each year, the team welcomes more than 20,000 visitors and over 200 exhibitors. The show celebrates British farming, rural heritage and family-friendly countryside experiences, attracting audiences from across Worcestershire, Gloucestershire and beyond.

You Do Better Ltd has now delivered six consecutive years as PR and marketing partner for Moreton Show, most recently completing the 2026 show. This long-term relationship reflects consistent delivery and trusted collaboration with the show office, with demonstrable results across media coverage, social engagement and audience growth.

Moreton Show is one of several long-term event clients featured across our wider case studies portfolio.

The challenge

Following the disruption caused by the Covid-19 pandemic, Moreton Show needed to rebuild momentum and re-engage audiences while maintaining its strong community roots. The brief evolved year on year, from restoring public confidence and attendance to increasing national visibility. Of course, the marketing team efforts also supported ticket sales and reduced reliance on paid local press advertising without losing coverage.

The show required a PR and marketing partner who could deliver consistent results, adapt strategy annually and provide measurable impact across media, social and broadcast channels using a flexible outsourced marketing model.

The strategy

You Do Better delivered a multi-year PR and marketing strategy focused on creative storytelling and strong media relationships.

In latter years, rather than relying on one-off press releases, the approach centred on:

• national and regional media outreach through our PR and communications service
• creative PR campaigns designed to earn coverage
• social media activity proven through testing and optimisation
• broadcast and radio partnerships
• integrated on-the-day media liaison

This long-term approach has resulted in continued reconfirmation year after year, including for 2026, reflecting the show office’s confidence in both strategy and execution.

Media coverage and PR results

Over six years, You Do Better has secured extensive national and regional media coverage for Moreton Show. This included specialist and lifestyle titles such as Horse & Hound, Scottish Farmer magazine and Cotswold Life. Alongside this, we gained widespread local press coverage, including the Cotswold Journal, Evesham Journal, Worcester News, Evesham and Worcester Observers, Stratford Herald, So Glos and Punchline.

2026 proved the strongest year yet for coverage, with the Cotswold Journal and Stratford Herald both running pieces alongside a mention via Reuters, extending the show’s reach well beyond its usual regional audience.

Jeremy Clarkson himself has long been a supporter of Moreton Show, famously describing it in The Times as:

“The Greatest Show on Earth? Most of all, though, I prefer the Moreton-in-Marsh Agricultural and Horse Show, which is held every year on the first Saturday of September.”

In 2025, You Do Better initiated a side project with LOCALiQ, introducing an additional post-show newspaper supplement alongside the standard pre-show activity. This was combined with A/B testing on social media strategy to compare performance against publisher-led campaigns.

Moreton Show also featured as part of a guest appearance on Shed & Buried in 2025, extending reach into lifestyle and entertainment audiences.

Related behind-the-scenes insight can be seen here.

Social media strategy and campaign performance

Working closely with the Moreton Show office team, You Do Better developed an engaging social media strategy rooted in creative content and measurable performance as part of our social media management service.

A three-monthly caption competition, first introduced in 2022 and repeated annually, became a core campaign. Collaborations included activity with Kaleb Cooper Contracting, increasing participation, organic reach and audience interaction.

In 2025, campaign data demonstrated that the caption competition achieved equitable reach, comparable to LOCALiQ social activity. NB when measured against the same demographic, audience and budget. This confirmed that creative, audience-led campaigns were outperforming standard paid social approaches.

Email marketing and ticket sales support

You Do Better also supported e-newsletter design and ticket sales campaigns in partnership with Sunshine Radio. Campaigns were set up with measurable tracking using UTM links and Google Analytics where required. Aligning with our wider content management and campaign support services.

Although this activity was limited in scope, it demonstrated how integrated email and broadcast partnerships could directly support ticket sales.

Creative PR campaigns

To maintain momentum and media interest, You Do Better introduced creative PR concepts designed to stand out and encourage engagement.

These included the Where’s Woolly campaign and an April Fool stunt featuring Baarbie the pink sheep, launched to promote new sheep-shearing classes in 2023. Both campaigns delivered strong engagement on social media and provided clear hooks for press coverage.

Reducing ad spend while maintaining coverage

In 2025, the brief shifted towards reducing spend with local press while maintaining coverage across Worcestershire and Gloucestershire and ensuring radio formed part of the PR mix.

This was achieved through a more PR-led approach, resulting in continued visibility across the Cotswold Journal, Worcester News, Evesham Observer, So Glos, Punchline and Sunshine Radio through interviews, competitions and editorial rather than paid advertising alone.

Results and impact

Across six consecutive years of partnership, You Do Better has helped Moreton Show achieve:

• sustained national and regional media coverage
• increased visibility beyond traditional agricultural audiences
• social media campaigns proven to outperform publisher-led activity
• creative PR concepts that delivered engagement and press interest
• reduced reliance on paid local press advertising
• consistent on-the-day media management and broadcast liaison
• expansion into broadcast, SEO and print for year six, with a Sky AdSmart TV campaign, refined SEO activity and a targeted leaflet drop

More examples of long-term client results can be found on our testimonials page.

Year six | Moreton Show 2026

With six consecutive years now delivered, 2026 marked the most ambitious Moreton Show campaign yet.

Building on proven PR, social media and broadcast strategies, the sixth year introduced new channels alongside the established mix. A Sky AdSmart television campaign brought Moreton Show to local screens for the first time, sitting alongside a targeted leaflet drop across the surrounding area designed by b&c design. Behind the scenes, refined SEO activity helped the show capture more of the search traffic building in the run-up to show day, while drone footage and on-the-day filming gave the show a stronger visual presence across social media than in any previous year.

The result was the best year yet for media coverage, with pieces in the Cotswold Journal and Stratford Herald plus a mention via Reuters, on top of the established PR, social and broadcast activity.

This blend of PR, paid, search and print keeps Moreton Show visible, relevant and firmly positioned as one of the UK’s leading agricultural events year after year. With another year of results banked, focus now turns to building on this momentum for 2027.

Client testimonials

Ruby is amazing. Ruby’s friendly and enthusiastic approach to her work really sets her apart from the rest. She is always on hand to offer help and guidance and her creative ideas to boost your marketing reach are on another level. Ruby is an absolute pleasure to work with, we really cannot recommend her enough.
Issie Blackwell | Moreton Show Office 2021

Ruby is professional, always gives the right advice, even if it’s not what I wish to hear, for which I have the utmost respect. And is great fun to work with.
Tom Hayman-Joyce | Partner Hayman-Joyce 2022

Ruby is fantastic. Ruby has an enthusiastic approach to her work throughout the year and on show day. She is always on hand to offer help and guidance with any of our marketing requirements. Ruby is an absolute pleasure to work with, we really cannot thank and recommend her enough.
Esther Watts | General Secretary Moreton Show 2025