Case study: launching a visitor attraction and boosting footfall

When William’s Den, a brand new £3.5m family attraction approached us to help them launch, we couldn’t resist the challenge.

This indoor meets outdoor play adventure and tourist attraction on the Yorkshire Wolds opened its doors for the first time ever last year.

PR, online influencers and social media played an essential role in the launch, with many mums, dads and grandparents active on social media, especially Facebook.

Wrapped PR created a strategic campaign, including extensive social media activity.

Promoted posts, competitions and an insider’s view event pre-launch led to the brand having over 18,000 likes on Facebook.

PR reached over 3.5million people via national media coverage from The Guardian, The Mirror, The Telegraph and The Sun.

We also created an influencer programme specifically aimed at parenting and travel bloggers, inviting them to the Den with their families in return for reviews and social media posts. Over 15 bloggers visited the Den with their children.

The Wrapped branding team created a beautiful website, advised on photography and many of the key design elements, including signage within the den.

Results: William’s Den received a 9/10 review from The Guardian and it attracted over 140,000 visitors in its first 14 months of opening.

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