The Melbourne Royal Show has appointed The Media Store as its new media agency of record following a competitive pitch process.

The Melbourne Royal Show, established in 1848, is Victoria's largest annual community event, spanning 11 days between September and October at the Melbourne Showgrounds.

The Media Store's responsibilities will encompass media strategy, planning, and buying across all channels, as well as partnership and contract management. This new account adds to independent media agency's recent business wins, which include ZircoDATA, Travel Texas, and Cure Cancer.

Marketing Campaign Manager for Melbourne Royal, Grace Usher, said: "The Media Store were highly engaged throughout the process, they took the time to truly listen and understand our challenges, turning them into exciting opportunities. We are thrilled to be partnering with The Media Store to spread the word about our much-loved community event," she said.

CEO of The Media Store, Stephen Leeds, said the agency was excited to have the opportunity to use paid media to tell the story of an iconic brand like the Melbourne Royal Show. "The Melbourne Royal Show is anchored in what Melbourne does best as an events city. We look forward to defending its premium position as one of the best family events of the year through proven media channels, as well as growing the show’s appeal to a whole new range of audiences through a reimagined media ecosystem. We can’t wait to get started!"