The Royal National Agricultural and Industrial Association of Queensland (RNA) has changed its showground’s name to Brisbane Showgrounds in order to create and easily identifiable and unifying brand for the precinct.

An artist’s impression of the new precinct

RNA chief executive Brendan Christou said, “In line with the RNA’s $2.9 billion Regeneration Project – which sees the long-term urban renewal of the site – the new name succinctly captures the core attributes which best identify the precinct.

“We believe the new name, Brisbane Showgrounds, will help to raise the profile and identity of the precinct nationally and internationally.

“It will also better represent the various uses of the area – from the home of the Ekka [Royal Queensland Show] and the new Royal International Convention Centre (Royal ICC), to the location of an adjoining colourful community featuring residential, commercial and retail developments in the future”.

The view over the Brisbane Showground

Royal ICC General Manager of sales and marketing Sue Hocking said, “The best effect of the name change so far has been generating awareness of what is happening here. Brisbane Showground is in the process of becoming a lifestyle precinct similar to Southbank.

“Over the next month, we have Soundwave and Future Music Festival being held here so that will help to familiarise a wider audience. In the past, if you asked a cab driver to take you to the showground, they would know where to take you. The name change is just a formalisation of what the showground has always been called by locals”.

The revitalised showground precinct

Other recognisable RNA brands will remain unchanged including the RNA’s corporate brand; Royal Queensland Show (Ekka); Royal Queensland Food and Wine Show; and Royal International Convention Centre.