PR to increase awareness and drive tickets sales for a family event
The Challenge:
Blair Drummond Safari Park wanted to generate awareness and drive ticket sales of their new Halloween event, HalloWild.
The Solution:
Represent created and implemented a media relations and blogger campaign targeted at the key audiences for the event and aimed at driving ticket sales.
A media relations strategy focused on:
- Increasing awareness of Blair Drummond Safari Park in key family, local and tourism media
- Telling the story of the Hollywood Production Designer, Steve Hardie
- Utilising print, online and radio channels to reach desired audiences
A blogger engagement strategy focused on:
- Targeting family bloggers to increase awareness for family visitors
- Getting real experiences and reviews from trusted influencers
The Impact
For the duration of the one-month project, we achieved the following results:
- Significant increase in footfall to the HalloWild, and Blair Drummond Safari Park, throughout the campaign
- 249 media hits (smashing our KPI of 10)
- 1 exclusive feature in the Daily Record
- 3 bloggers visits
- 1 radio interview
- Almost 9 million reach of coverage
- Coverage included: Stirling Observer, Press and Journal, Daily Mail, Daily Record and The Scotsman.
“Our campaign with Represent delivered results in print, radio and online. The coverage contributed to a significant rise in footfall for our new event. Judith and her team were very easy to work with. Quick and efficient and completely focused on maximising coverage for our event.”
– Liz Gunn, Marketing Manager, Blair Drummond Safari Park Scotland