Believe In The Magic – LaplandUK 2015
LaplandUK, the UK’s first immersive and theatrical Christmas experience for children, set on the Windsor Estate, opened its festive gateway again in November 2015 for four-and-a-half-weeks. We were tasked with implementing and managing an effective PR campaign surrounding the experience to help drive ticket sales.
The Core objectives for the launch campaign were:
- Position LaplandUK as the only immersive, theatrical Christmas experience for children to uphold the real and traditional values of Christmas
- Communicate the importance of the innocence of Christmas
- Drive sales of tickets and generate excitement for the re-opening of LaplandUK
- Raise the profile of LaplandUK within key national press and media and consumers to gain top coverage across a variety of channels
- Secure high profile celebrity visits to create a buzz around the venue on social media
- Position LaplandUK as the best Christmas Day out highlighting their exceptional offering
Originality and Creativity
Our campaign was based on bringing the magic of LaplandUK to life by enhancing people’s understanding of traditional values of Christmas, the innocence of the season and its ethos.
We focused the main elements of our campaign on – building excitement around the opening of LaplandUK 2015 to drive ticket sales ahead of the launch, securing quality real-life experience reviews to show how enchanting the experience is first-hand, raising the profile of the owners to showcase LaplandUK’s journey as a family run business and the traditional values they uphold, and utilising the beautiful and captivating venue.
Strategy and implementation
Prior to the opening of LaplandUK we worked with popular event listing publications and sites to generate a buzz around the ticket sale launch highlighting the popularity of the event in previous years and its previous celebrity attendance.
We secured experience reviews with key journalists across the national, consumer, regional and online media, all of which had children of the right age for LaplandUK and worked closely with them to generate quality pieces of coverage about the experience. We also worked with high profile lifestyle & mummy bloggers to secure further LaplandUK reviews all with a credit to the ticket booking site. We ensured all reviews were published within the first three weeks of LaplandUK being open to help drive further traffic to the ticket booking site.
To utilise the beautiful and captivating location of LaplandUK we arranged a variety of fashion shoots with key national titles including S Magazine and OK! Magazine. We negotiated a full credit in each piece including the details for the ticket booking site.
We also approached A-list celebrities who have children between the ages of 2-12 and arranged for them to book a trip with their family to LaplandUK in exchange for a quote or social media post. We secured visits from the Beckhams, David Furnish, Emma Bunton, Simon Peg, Emilia Fox and Katie Piper to name a few.
The campaign was extremely successful with the experience selling out within two-and-a-half-weeks of being open.
We secured over 200 impactful pieces of coverage in national, online, regional and broadcast media, including: Daily Mail, Daily Express, Metro, Daily Mirror, The Times, Evening Standard, Telegraph.co.uk, Mail Online, Eveningstandard.co.uk, You.co.uk, Independent.co.uk and more.