THE CHALLENGE

The Draft Virtual Sire Sale serves as a key event on NSR’s annual calendar, bringing together industry stakeholders, breeders, and buyers. However, faced with increasing competition and the ongoing shift toward digital marketing, the challenge was to elevate the event’s visibility and create a compelling reason for participation. NSR aimed to build anticipation, boost bidder engagement, and ensure an increase in overall revenue while maintainingt he event’s reputation for excellence.  

THE STRATEGIC APPROACH

• Launched a targeted promotion campaign featuring 123 custom social media graphics to boost awareness and highlight individual lots, keeping buyers engaged and content highly shareable.

• Designed an interactive digital catalog that showcased sires and used QR codes for instant access to lot videos, streamlining the information experience for both online and print viewers.

• Built an interactive website map and location finder with consignor details, enhancing user navigation and providing easy access to key information.