BFJ Digital wins Ekka digital account

BFJ Digital has won the digital account for the Ekka, with the independent agency tasked with helping drive attendance towards 450,000 visitors during the Royal Queensland Show’s 150th anniversary year.

The agency was appointed following a competitive pitch and will lead a full-funnel digital marketing strategy spanning Google Ads, programmatic advertising, social media, EDM and SMS campaigns.

The Ekka, Queensland’s largest annual event, attracts more than 400,000 visitors each year and runs until 16 August.

Attendance target

BFJ Digital’s key objective for 2026 is to help lift attendance towards 450,000 as the Ekka marks its 150th anniversary.

The agency said its strategy will combine traditional marketing channels with emerging technology, including AI, as the event looks to reach new audiences and drive ticket sales.

BFJ Digital founder and managing director Ben Henzell said the appointment was an opportunity to work with one of Queensland’s most established events.

“To be trusted with the digital strategy of an event that has been bringing Queenslanders together for a century and a half is an incredible privilege,” he said.

“Ekka is a brand with an extraordinary legacy. Our role is to ensure its digital experience reflects that same level of excellence while creating even stronger connections with audiences today and into the future. We're excited to partner with the Ekka team as they celebrate this historic milestone."

Data-led strategy

The Ekka account will also draw on BFJ Labs, the agency’s intelligence platform, which analyses more than 280 client accounts across 13 platforms each night.

The platform is used to identify cross-platform insights and recommendations, with each recommendation reviewed by a human before being shared with clients.

BFJ Digital said the approach will underpin its work as the Ekka seeks to turn its anniversary year into increased reach, ticket sales and attendance.