Melbourne Royal has selected The Thrills as the new creative agency of record for the Melbourne Royal Show, following a competitive four-way pitch.

The multi-year agreement will see the agency take the reins for the annual event, with the aim of making this year's event the largest to date.

"We’re excited to inject new life into the show that Victorians have grown up loving. Everyone has a memory of the show, and there are so many exciting new things on this year, our creative task was to communicate this to drive reappraisal," said Creative Director from The Thrills, Paul Greskie.

The Melbourne Royal Show aims to attract both previous visitors and a new generation of show-goers. "The Thrills blew us away with their winning creative response, bringing innovative and strategic thinking, and an exciting channel-led campaign approach to take the Melbourne Royal Show to the next level," said Marketing Campaign Manager at Melbourne Royal, Grace Usher.

"We want to show people that this is an unmissable event, to evoke that FOMO feeling, turning a trip to the show into an unforgettable yearly tradition where every visit becomes a cherished memory," Usher said.

"The show is part of the cultural fabric of Melbourne and is also really close to my heart. Some of my fondest memories from when I was a kid are of coming down to the big smoke with my grandparents to spend the day at the show, and now I get to do that all over again with my own family, said Managing Partner of The Thrills, Rick McEvoy. "We’ve got big plans for our work with Melbourne Royal and we can’t wait for everyone to see. This campaign marks another important milestone in our strategic growth plans, and we are looking forward to a long partnership with one of Melbourne’s icons."