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Case Studies Recreation and Tourism Client at The Hop Farm: Santa's Magical Kingdom Timescale: April 2009 – December 2010 (current) In April 2009 Pennington PR were approached by The owner of The Hop Farm in Paddock Wood, Kent, about promoting a new winter attraction which was set to become the biggest visitor experience in Kent for many years.
Objectives Strategy and Plan Santa’s Magical Kingdom 2009 - 2010 After successfully launching Lapland UK in 2007 and 2008 and achieving coverage of over £7 million (advertising equivalent) over two years Pennington PR were asked by The Hop Farm in Kent to launch their new Christmas event ‘Santa’s Magical Kingdom’ in 2009 and again in 2010. The strategy in year one used PR to create awareness of the new winter attraction opening in Kent. We planned and managed a press launch for 200 journalists and their families achieving substantial follow up coverage and reviews. We then used press releases with iconic images to position the attraction and differentiate it from competitors. In six months we achieved 200 pieces of national and regional coverage, including features on key radio and television programmes. In 2010 we introduced a social media element to help create a buzz about the Kingdom in the South East of England. A key part of the campaign was to utilise social media sites such as family blogs for search engine optimisation. The campaign also focused on the new technology being used including a 4D Cinema and Interactive Ice Walkway to position the attraction as the most innovative to open in the UK. We used our contacts to achieve coverage in key publications that would emphasise the new positioning. Coverage has appeared on over 100 websites including Enjoy England, The Sun-online, The People, Asda and Tesco. Coverage has also appeared in all local newspapers and magazines and National coverage has included Tesco Magazine, Saga Magazine, Love It, The Times, The Mirror, The Daily Star and The Sun. As part of our positioning strategy we promoted Santa’s Magical Kingdom as an ideal film location for Christmas programmes and were approached by SKY One and Pulse Films for Pineapple Dance Studios. We were also approached by the production company for G*Mania, the UK’s reality TV pop group, to film their Christmas music video. We took this opportunity to involve the local community and invited over 80 school children to be a part of the video and meet the singers from reality TV talent shows such as Britain’s Got Talent and the X-Factor. This helped to build brand awareness and empathy among local residents and further positioned Santa’s Magical Kingdom as the ultimate Christmas attraction. Measurement and evaluation (M = millions)
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