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Case study

Royal Melbourne Show

Produced by the Royal Agricultural Society of Victoria (RASV) to promote and celebrate Victorian agriculture, the Royal Melbourne Show is Victoria’s largest and most iconic annual community event.

However, its visitor numbers – some 500,000 – were at risk of declining in an increasingly competitive and fragmented events landscape. The RASV brought Monkii aboard to help the Show better engage with its mainstream family demographic, and reinvigorate its digital strategy in order to attract new visitors and increase pre-event ticket sales.

Client
Royal Agricultural Society of Victoria
Deliverables
Digital strategy, UX research, Visual design, Web development, Support
Year
2014 - present
Visit site
Highlights
32%
Increase in ‘Buy Tickets’ direct traffic
104%
Increase in ‘Maps’ direct traffic
21%
Bounce rate achieved down from 70%

User research

Knowing that users often take multiple journeys as they move from browsers to ticket purchase to attendance, Monkii began with research. We learned what key groups wanted to achieve, before refreshing the UX and design/mobile strategy and conducting intensive testing.

User-centred technology

We chose the Umbraco CMS housed on Microsoft’s Azure platform to provide more structure to internal workflows. And we combined technologies that allowed the site to scale easily and still have enough flexibility for RASV to update the site easily with the latest information from their system.

More than just the website

The modern, attractive visual design and intuitive interface showcase the best the event has to offer.

But apart from beautiful design and development, Monkii produced a new digital strategy for the event, including optimised search, social and advertising budgets, in order to drive more targeted traffic to the site.

In 2016, the site was a finalist for best event website at the prestigious AIMIA awards. More tellingly, the RASV was so pleased with our work that they appointed Monkii to oversee all of their digital activity.

The site's performance at peak seasonal times has been outstanding.
Karen Vassallo – Marketing Manager, RASV