Push that turns into footfall
Scotland’s largest outdoor event uses its app to guide 200,000+ guests, boost retail and deliver real-time updates across 280 acres.
🔔 Schedules released 🔔Find out the timings of your favourite competitions and events in the app and plan your day(s) now.
now
SUPER SATURDAY IS HERE!Get ready for a bumper day of farming, food, shopping AND the famous Hoolie...
now
Helping more than 200,000 guests navigate a 280-acre event with confidence
The Royal Highland Show is Scotland’s premier celebration of farming, food and rural life, welcoming more than 200,000 guests each year to its four-day festival.
The marketing team relied on printed materials to help guests navigate the show. While useful, they struggled to keep pace with an event spread across 280 acres, hosting more than 800 exhibitors and hundreds of competitions.
With many guests attending for just a day or two, finding the right events at the right time could be overwhelming, especially for first-time guests. To help them explore with confidence, the team turned to Attractions.io for a mobile app that delivers interactive wayfinding, real-time updates and timely, tailored information throughout the event.
“Large outdoor events like the Royal Highland Show face unique challenges when it comes to guest navigation and engagement. The Attractions.io mobile app platform provides a powerful solution, enabling event organisers to enhance the guest experience with pre-loaded content, drive engagement, and ensure everyone can make the most of their time at the event.”
800+exhibitors and hundreds of competitions
68%
opt-in to marketing communications
Driving retail, footfall and engagement with targeted push notifications
The team uses messaging tools to connect with guests before, during and after the event. This gives them the ability to influence on-site behaviour in ways printed materials never could. Lyn Conroy, Digital Marketing Executive at the Royal Highland Show, schedules communications in advance, delivering push notifications at key moments to highlight must-see events, direct guests to competitions, and support operational needs such as end-of-day crowd movements.
Push notifications have also become a critical retail driver. Guests can browse retail offerings in the app and receive targeted nudges as they explore the showgrounds.
One of the best-performing messages was:
“🔔 Schedules released 🔔 Find out the timings of your favourite competitions and events in the app and plan your day(s) now.”
“There are lots of live cookery demos and competitions happening in the main ring, so people want to know when, where and how they can best plan their day. We also use the app to direct people safely to their cars at the end of the day and help them get to the Royal Highland Hoolie, our evening festival event. It sounds simple, but it’s incredibly useful operationally to be able to direct people where you want them to go and instantly hand them the information that they need to have a really great experience here.”
Lyn ConroyDigital Marketing Executive at the Royal Highland Show
A more connected experience
To give guests a smoother, smarter and more connected experience, the team partnered with Attractions.io to launch a dedicated mobile app that helps people explore the site, find dining and retail options and stay informed about the latest events from the main ring.
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🔔 Schedules released 🔔Find out the timings of your favourite competitions and events in the app and plan your day(s) now.
now
Before the eventPlan your day(s)
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During the eventExplore the site
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Across 280 acresInteractive wayfinding
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On the showgroundDining options
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09:00Saturday
SUPER SATURDAY IS HERE!Get ready for a bumper day of farming, food, shopping AND the famous Hoolie...
now
SaturdaySuper Saturday
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Any questionThe primary knowledge source
“Visitors have responded really well to the app. We have a 4.8 rating on the App Store and excellent reviews. The app has helped so many people find things that they never would have experienced or discovered otherwise.”
Lyn ConroyDigital Marketing Executive at the Royal Highland ShowA powerful operational tool for a workforce that expands overnight
The mobile app quickly became an unexpected asset for staff, especially during the show’s dramatic seasonal expansion, where thousands of temporary team members join operations.
With many staff stepping onto the site for the first time on opening day, the app functions as a live training and knowledge resource, giving them instant access to maps, routes and schedules.
“When visitors ask a question, they turn to the app as their primary knowledge source. When we initially invested in our app we hadn’t considered using the platform to support staff, but it’s ended up being an irreplaceable training resource for our security team and contract staff.”
Lyn ConroyDigital Marketing Executive at the Royal Highland ShowThe Attractions.io team remained hands-on throughout, offering support and guidance.
Explore Go north_east
Powering a seamless experience across Scotland’s biggest outdoor event
- 68%opt-in to marketing communications
- 92%of users reporting a positive experience
With a 4.8-star App Store rating and overwhelmingly positive feedback, it’s clear guests value the Royal Highland Show’s mobile app. The platform makes it easier to navigate the 280-acre site, discover new experiences and plan each day with confidence.
By partnering with Attractions.io, the Royal Highland Show has created a connected digital experience that boosts engagement, strengthens on-site operations and makes exploring Scotland’s biggest outdoor event more enjoyable for every guest.
“Reviews emphasise how happy visitors are when they engage with the app. They love how they can find facilities and see an accurate schedule of all our activities, especially when they have young kids. As it’s on their mobile, it’s easy for them to discover where they need to be and when.”
Lyn ConroyDigital Marketing Executive at the Royal Highland ShowMore customer stories
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From live schedules to wayfinding and in-app promotions, Attractions.io helps events communicate clearly and operate smarter. See how a unified mobile platform can elevate your entire guest experience:
