The Royal Highland Show, Scotland's biggest outdoor event, has been captivating visitors since 1822. The four-day event showcases the best of farming, food, and rural life, attracting over 200,000 visitors. With more than 800 trade exhibitors and 2,000 livestock competitors participating in 900+ competitions, the show offers a diverse range of experiences for the entire family. From displays of Scotland's livestock and machinery to produce, equine displays, countryside pursuits, and educational workshops, there's something for everyone to enjoy.
The Royal Highland Show spans 280 acres of event space. That's a lot to navigate if you’re only attending on a day tickets! Helping visitors make the most of their admissions fee and want to revisit in the future are key priorities of the marketing team, who until recently, mostly relied on printed materials to connect with visitors while on-site.
Lyn and her colleagues wanted to make it easier for both new and repeat visitors to experience their four-day event. They began to compare mobile app solutions that would help visitors explore the site and find activities.
The Royal Highland Show turned to the Attractions.io mobile app platform to enhance the guest experience and help visitors navigate the vast event space. The app has been a game-changer, allowing visitors to explore the site easily and discover their exciting offerings.
"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 shared.
The marketing team uses in-app messaging to connect with visitors directly before, during and after the event, giving them a unique opportunity to influence behaviour and spending, especially when compared to printed materials. As a result, visitors are always up-to-date with the latest information and know when must-see events are about to start.
For example, Lyn schedules messages in the run-up to the show, that are then delivered via push notification at specific times, to the audiences she selects. She uses messages to direct visitors to events and competitions just before they start, like the popular Food for Thought theatre, and even provides interactive directions to help visitors find their way.
“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 explains.
The team also discovered some unexpected benefits of their mobile app post-launch.
The Royal Highland Shows employee roster expands massively during the show with thousands of temporary staff jumping on board to make the week a success. For many, their first time at the site is on opening day. Using the app, they can find exactly where they are supposed to be and plan their route so that they arrive on time for their posts. 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 explains.
"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.
With a 4.8 rating on the App Store and glowing reviews, the Royal Highland Show's visitors are clearly embracing the digital experience.
By partnering with Attractions.io and leveraging their mobile app platform, the Royal Highland Show has made it easier for visitors to navigate their vast event space, discover new activities, and create lasting memories with their loved ones. As the event continues to grow and evolve, the Attractions.io mobile app will undoubtedly play a crucial role in its ongoing success.
The Attractions.io platform enables real-world businesses to lead in the digital age. Our guest experience apps and powerful platform for operators provide world-renowned attractions like LEGOLAND, San Diego Zoo and Butlin’s with the tools and data they need to deliver better outcomes and experiences. From virtual queuing and interactive maps to enhanced communication with guests, we’ve got the know-how to future proof your attraction for the digital age.
