Client: National Forest Adventure Farm

Focus: Driving ticket sales to flagship events whilst building the profile across local, regional and leisure media

The Background

FCM works with the National Forest Adventure Farm to provide PR services to promote the attraction’s calendar of annual events and new activities including: Screamfest, North Pole Adventure, the summer Maize Maze and Easter activities.

Over the last two years, FCM has delivered some great results, including TV coverage for two consecutive years for Screamfest, broadening the reach of regional coverage to areas such as Nottingham and national magazine coverage. This is in addition to extensive coverage in target media, including regular interviews on BBC Radio Derby. A key highlight was the BBC Midlands piece for Screamfest in 2017 which was syndicated to BBC Online reaching 40,000 + views.

In 2019, FCM was appointed as the retained PR agency for the National Forest Adventure Farm and we will now be building more media opportunities for this wonderful family attraction.

Inputs

Working closely with the marketing manager, the FCM team works proactively to create opportunities to build the profile of the attraction across the Midlands and with people looking to enjoy interactive and fun family leisure destinations.

We hold regular planning sessions with the National Forest Adventure Farm team to brainstorm creative ideas and develop compelling news angles. We happily work with other agencies and suppliers to ensure a collaborative approach benefits the client.

The return on investment we achieve is through building high quality relationships with digital, radio, TV and print journalists who write for Midlands’ media and leisure publications who review, write or broadcast about the attraction.

The FCM team utilises its creative copywriting skills to build exciting content and news to share with the media and tell the story behind the flagship attraction or piece of news.

We proactively pitch stories to the media and also arrange reviews which is increasingly fruitful for the farm and provides extensive coverage for the team.

To ensure we capture ‘hot of the press’ leads from journalists looking for interesting stories we also subscribe to a journalist request service and monitor this daily. This has paid dividends by securing opportunities in national magazines and bloggers.

The Results

  • Over the last two years we have exceeded the expectations of the client in terms of media coverage which is helping to drive ticket sales.
  • Several attendances by TV and a number of visits by BBC radio, our most significant achievement was BBC Online reaching 40,000 + views.
  • Regional coverage across the Midlands is extensive and we have gained coverage in dailies such as the Nottingham Post, Burton Mail, Derby Evening Telegraph and Express and Star.

A word from the client

“With the increasing popularity of family attractions in the Midlands and our determination to always stand out from the crowd, we decided we needed a PR agency to amplify our annual calendar of events – alongside our own platforms.

“We approached FCM as we wanted to raise our profile across the Midland’s region but also target national magazines and bloggers. They have great contacts with the media and have gained valuable opportunities to help us to raise our profile in print and online across the region and nationally too. The team at FCM are always coming up with new ideas and we would highly recommend them.” Tom Robinson, owner of the National Forest Adventure Farm

In the Media

BBC Entertainment on-line – October 2017 – Meet the woman who has a degree in scare acting

BBC News – October 2017 – A Halloween guide to being scary in six easy steps

Burton Mail – What’s On 9th October 2017 – Receptionists alter-ego is terrifying actress at Screamfest

Nottingham Post – 16th October 2018 – Just how scary is Screamfest 2018? We dare to find out.

BBC Radio Derby video – July 2018 – This is A-Mazing!

Burton Mail – 13th July 2018 – Take a look at James Bond themes Maize Maze

Derby Telegraph/Derbyshire Live – 13th July 2018 – Stunning video footage from the skies of the James Bond-themed maize maze near Burton

Staffordshire What’s On Live – July 2018 – World’s first escape maize maze planned at Staffordshire farm

Staffordshire Living magazine online 19th March 2019 – Family Days out at Easter in Staffordshire

Parent blogger Kate Hames – 17th April 2019 – National Forest Adventure Farms Easter Eggstravaganza

Nottingham Post – 16th November 2018 – Immersive North Pole experience is opening for Christmas – and it’s less than an hour away from Nottingham

Birmingham Mail – December 2018 – 13 magical Christmas events near Birmingh

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