Blair Drummond Safari Park

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
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