Melbourne Royal has announced a multi-year partnership with creative agency, the thrills, for its annual Melbourne Royal Show. The appointment comes after a four-way competitive pitch.

The thrills is tasked with revitalising the show and driving reappraisal. Melbourne Royal, established in 1848, is a celebration of agriculture, food, and community. The aim is to make this year's show the largest yet, targeting both previous visitors and a new generation of show lovers.

"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 Paul Greskie, Creative Director from the thrills.

Marketing Campaign Manager at Melbourne Royal, Grace Usher, echoed this sentiment.

"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 also praised the thrills for its innovative approach.

"The thrills blew us away with its 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."

Rick McEvoy, Managing Partner of the thrills, expressed his delight in partnering with Melbourne Royal, a brand with a rich heritage spanning over 175 years.

"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."

McEvoy also hinted at big plans for their work with Melbourne Royal.

"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."

The thrills was a recent winner of the Best International Marketing Promotion Award in the Global Industry Marketing Awards for Australian Dairy and Gold at the Transform Awards for its Golf Australia campaign.