Regional PR helps to double ticket sales for family friendly summer attraction
PR campaign to launch Farmarama at Staffordshire family attraction National Forest Adventure Farm to increase ticket sales and boost awareness of the six-week programme of activity.
Who
The National Forest Adventure Farm is a family farm park based in Burton, Staffordshire. An independent family business the attraction was first opened in 2004 when brothers Tom and Ivor Robinson created a maize maze on the site. Since then, the park has continued to grow and now spreads across 40 acres of countryside with animal barns, tractor rides, outdoor play areas and a purpose built indoor soft play and restaurant. Every year the team carry out a series of themed events during key times of the year including Easter, Halloween, Christmas and the Summer holidays.
Project
In July 2023 Creative Word PR was asked to help promote the farm’s summer Farmarama event as part of an ongoing program of activity to promote the farm. A six-week family event during the school holidays the event was badged as ‘Bringing the beach to Burton’. With two giant 10m by 10m paddling pools, seaside shows, over 100 tonnes of golden sand, foam parties and beach bar there was something for everyone to keep the kids entertained. Having just opened the UK’s longest Mega Slide at the farm as well it was a great opportunity to promote the new attraction.
Activity
Creative Word PR worked with the National Forest Adventure Farm to create an event specific campaign designed to increase awareness and ticket sales.
- A launch press release was produced to promote Farmarama in regional Whats On and event guides
- A further release focused on the new Mega Slide attraction
- Targeted key East and West Midlands publications, including online, radio and television
- Worked with journalists to arrange press visits and social media content
- Facilitated radio interviews on site and promoted review opportunities to try the event
Result
The campaign was a huge success resulting in record breaking visitor numbers for the farm. The story was featured in all the major regional publications and was even picked up in publications further afield such as Bristol Live and Sheffield Star. Regional publications also shared the story on their social media with posts receiving over 1000 comments from families looking to attend the event. The engagement meant that the National Forest Adventure Farm’s social media profile visits went up by 350% with one social post reaching 250,000 people. An additional 26,000 visitors attended the Farmarama event compared to the same period last year and many upcoming events are already starting to receive bookings.
‘Cheryl does an incredible job of PR for us here at the Adventure Farm! Her efficiency, skill and creative flair is undoubtedly one of the driving factors behind our business’ success. Cheryl’s experience and knowledge is extremely evident, and she is always more than willing to help us out wherever possible!’
Shannon Robinson, marketing manager at the national forest adventure farm
Highlights
- Over 30 pieces of coverage in major East and West Midlands media
- Coverage received as far as Bristol and Sheffield as demand grew
- An additional 26,000 visitors attended the Farmarama event compared to the same period last year.
- Social media profile visits went up by 350%
- A single social post around the activity reached 250,000 people
- Ticket sales for the 2023 summer were more than double that of the same period in 2022.
‘We are very grateful to have Cheryl supporting us and would highly recommend her to any business in need of some amazing PR.’
shannon robinson, marketing manager at the national forest adventure farm
Creative Word PR 