humann. Communications has been appointed as the new communications partner for the Sydney Royal Easter Show, following a competitive multi-agency pitch.
The independent agency will act as press office and creative activation partner, leading an integrated PR program to strengthen the Show’s cultural relevance and reach new and younger audiences.
The partnership commenced in October and will focus on earned storytelling, cultural relevance and audience growth, while maintaining the event’s long-standing heritage.
Operated by the Royal Agricultural Society of NSW, the Sydney Royal Easter Show attracts more than 850,000 visitors each year and delivers over $460 million in economic benefit to New South Wales.
Frances Jewell, Head of Marketing at the Royal Agricultural Society of NSW, said the organisation was looking to modernise how it tells its stories at the Show.
“The Show holds so many amazing stories, memories and legacies for Australians, both regionally and in Sydney,” Jewell said. “humann.’s strategy and creative approach challenged us in the right way… showing us how earned media and cultural storytelling can help us future-proof the Show.”
She added that the agency’s understanding of the Show’s heritage, combined with consumer, agribusiness and events capability, made it the right fit for the next phase.
Seon Peberdy, General Manager at humann., said the agency was focused on balancing modern communications with the event’s history.
“The Sydney Royal Easter Show is a true Australian icon, woven into childhood memories, family traditions and our national story,” Peberdy said. “Our role is to bring modern earned storytelling that builds relevance for today’s audiences while honouring the 200-year spirit at the heart of the Show.”
Headquartered in Sydney, humann. works across earned media, influencer, social, content, corporate communications and events, with clients including Wesfarmers, Lactalis, Shark Beauty, Bumble, Westinghouse, Electrolux and Pepper Money.