BFJ Digital has been appointed as the digital marketing partner for the Royal Queensland Show, known as the Ekka, following a competitive pitch ahead of the event’s 150th anniversary.
Running until Aug. 16, the Ekka is Queensland’s largest annual event and attracts more than 400,000 visitors each year.
Under the appointment, BFJ Digital will deliver a full-funnel digital marketing strategy spanning Google Ads, programmatic advertising, social media, EDM, and SMS campaigns. The work is intended to help reach new audiences, drive ticket sales, and increase awareness of the event.
The key objective for 2026 is to help increase attendance toward a target of 450,000 visitors.
According to the release, BFJ Digital secured the account after demonstrating an understanding of the Ekka’s heritage, a vision for its digital future, and alignment with the organization’s values. The partnership combines traditional marketing channels with emerging technology, including AI, as part of the Ekka’s marketing approach.
“To be trusted with the digital strategy of an event that has been bringing Queenslanders together for a century and a half is an incredible privilege,” said Ben Henzell, Founder and Managing Director, BFJ Digital.
“Ekka is a brand with an extraordinary legacy. Our role is to ensure its digital experience reflects that same level of excellence while creating even stronger connections with audiences today and into the future. We’re excited to partner with the Ekka team as they celebrate this historic milestone.”
