Royal Adelaide Show

The Royal Adelaide Show is more than a place to visit—it is a destination deeply connected to community, culture and shared experience, holding a special place in the hearts of South Australians. From the sights and sounds to the competitions, food and memories, everyone has their own connection to this iconic event.

Since 2008, WDM has helped bring the Show to life through simple, engaging campaigns that honour tradition while continuing to surprise and engage new audiences. Destination marketing of this scale requires a careful balance of strong brand positioning and accessible, tactical communications, and the Show’s 100-year celebration at Wayville Showgrounds presented a unique opportunity to visually celebrate its history while delivering a fresh, multi-generational campaign. Building on the introduction of Milky and friends in 2023 and 2024 to showcase the Show’s personality, the 2025 campaign sees Milky and his mates take to the cinema—celebrating a century of colour, character and shared history.