Using PR to drive ticket sales to flagship events at leisure attraction

Client: National Forest Adventure Farm
Focus: Driving ticket sales to flagship events whilst building the profile across local, regional and leisure media.

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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.

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.
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Feedback

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

Media Coverage

Nottingham Post – Dino Summer

Birmingham Live – Halloween

Staffordshire Live – Brummie Mummies

ipaper – Brummie Mummies

The Sentinel, Stoke Live – Christmas Cracker

Staffordshire Living – Christmas Cracker