NOTTINGHAM CASTLE
BACKGROUND
With a global pandemic creating an uncertain backdrop to its reopening after a £30million redevelopment, our team had to generate widespread awareness and website views while navigating ever-changing comms messaging, stakeholder engagement requirements, and media requests.
APPROACH
With just one month’s notice prior to opening, our team had to work quickly and effectively to build positive media relationships, especially as travelling to the site was unlikely for journalists. All launch communications were focused on families and those looking for a fun day out. The end of the ‘UK roadmap’ was imminent and we recognised that people would be eager to book to finally enjoy visiting attractions.
We employed the following tactics:
- A traditional press launch was impossible due to Covid restrictions, so media interest needed to be captured before opening and maintained with a creative ‘drip feed’ of stories
- We had to build positive relationships with funders and stakeholders to deliver on contractual obligations
- Coverage was needed despite journalists not being able to visit the site – excellent content, including imagery and video, was provided to journalists both before the opening and afterwards to help those unable to travel
RESULTS
33% of coverage generated contained a backlink.
Key national coverage including ITV Good Morning Britain providing three hours of coverage with more than 450,000 viewers; and a five-minute slot on BBC Breakfast, creating a 70% increase in traffic to the ticketing site.
A website traffic spike of 69,000 web page views and 19,000 new users linked to the press announcement.
BBC Radio Nottingham achieved the longest continuous broadcast in its history (12 hours).
Media coverage spanned 298 pieces across print, online and broadcast, with an overall estimated reach of more than 89,000,000.
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