Job to be done
To support ticket sales of The Lost Gardens of Heligan’s Night Garden, a magical winter experience.
Strategic approach
Create a buzz in the lead-up to the Night Garden launch to drive awareness to both a regional and national audience, culminating in the Preview Evening to escalate coverage and interest on social media the day before opening.
Campaign approach
The experience was pitched for Christmas and winter what’s on round-ups and developed additional angles around winter garden and lantern-making tips to take Heligan into the lifestyle pages. Key local media and influencers were invited to review the experience at both the Preview Evening and following events, including Cornwall’s movers and shakers to drive word-of-mouth awareness.
Results
Secured 49 pieces of coverage with a total combined reach of 6.14 million, includingbroadcast features on both ITV West Country and BBC Spotlight alongside Country Life, The Observer and Cornwall Life, with 66.6% including a direct weblink to book. Additional influencer attendance to the Preview Evening and subsequent events resulted in content which received 108,301 engagements. Overall ticket sales for the six-week period grew 7% vs last year and 28% vs 2022.