How The Royal Highland Show drives engagement and retail through push notifications

Helping more than 200,000 visitors navigate a 280-acre event with confidence

The marketing team relied on printed materials to help visitors 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 visitors. To help guests 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.

The results were clear:

68%

Opt-in to marketing communications

92%

Of users reporting a positive experience

“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 Conroy,
Digital Marketing Executive at The Royal Highland Show

Royal Highland Show push notification and planning

Driving retail, footfall and engagement with targeted push notifications

The team uses messaging tools to connect with visitors 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 visitors to competitions, and support operational needs such as end-of-day crowd movements.

“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 Conroy, Digital Marketing Executive at the Royal Highland Show

Push notifications have also become a critical retail driver. Visitors 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.”

A powerful operational tool for a workforce that expands overnight

TThe 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 Conroy, Digital Marketing Executive at the Royal Highland Show

The Attractions.io team remained hands-on throughout, offering support and guidance.

“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 visitor experience with pre-loaded content, drive engagement, and ensure everyone can make the most of their time at the event.”

‍ Jacob Thompson, Head of Customer Success at Attractions.io

Royal highland show information and feedback for team

“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 Conroy,
Digital Marketing Executive at The Royal Highland Show

Powering a seamless experience across Scotland’s biggest outdoor event

With a 4.8-star App Store rating and overwhelmingly positive feedback, it’s clear visitors 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 visitor.

The Royal Highland Show drives engagement and retail through push notifications

Helping more than 200,000 visitors navigate a 280-acre event with confidence

68%

92%

Driving retail, footfall and engagement with targeted push notifications

A powerful operational tool for a workforce that expands overnight

Powering a seamless experience across Scotland’s biggest outdoor event

Give your guests real-time information and a smoother day out