Dinosaurs in the Park was an immersive experience designed to captivate children of all ages, while tapping into the nostalgic joy of Jurassic Park that’s shared by anyone who grew up in the 90s.
The lively event came to three outdoor venues in the UK and featured 35 life-sized animatronic dinosaurs. It also hosted special “sound-off” mornings for children with special educational needs or disabilities. Sven Schmidt, organiser of the event alongside business partner Elliot Freeman, says the idea for Dinosaurs in the Park came partly off the back of his successful dinosaur-themed mini golf courses.
He adds: “We thought it would be great to create an event where families can enjoy the thrill of walking among their favourite dinosaurs, learning fun facts as they go. It was a real chance to capture children’s imaginations in a way they might not have experienced before.”
Dinosaurs in the Park appeared at three separate locations across the UK this summer: Essex, Exeter and Northampton. Our PR campaign was targeted at local publications for these regions. We earned a good amount of coverage, not just in the publications themselves but on their associated social media channels as well. Many of these social posts received a great deal of engagement, such as comments and shares.
For example, Northampton Chronicle’s post received 202 likes, 639 comments, and 107 shares. Devon Live’s Facebook post got 192 likes, 793 comments, and 86 shares.
We also carried out influencer outreach, identifying family bloggers in the local areas and inviting them to attend the event in exchange for Instagram reels and social coverage, as well as blog posts and mentions in newsletters.
The PR package we provided included social listening. Through doing this regularly, we discovered a viral tweet by a school about a dinosaur-loving student of theirs. In a happy turn of events, it transpired that the school was very close to one of the Dinosaurs in the Park venues. We reached out and offered the child and his family free tickets. Not only was the family thrilled, but our tweet earned over 2.7k impressions. This gave additional reach and exposure to our campaign.
Our social media team ran targeted full-funnel paid social campaigns across Facebook and Instagram to increase awareness, build an active and engaged audience and, therefore, generate direct ticket sales from social. This involved setting up the audiences for and managing the paid campaigns, writing engaging copy, and creating on-brand graphics and eye-catching imagery.
We also ran competitions with schools and collaborated with relevant influencers on engaging social content to amplify awareness of the Dinosaurs in the Park events.
Additionally, we researched relevant Facebook groups to join, and other accounts to tag for shares and greater reach.
All of our PR and social media activity was supported by PPC campaigns and SEO work on the Dinosaurs in the Park website, all aimed at driving large volumes of relevant, high-quality traffic to the site.
We were delighted that our PR and integrated social media campaigns helped Dinosaurs in the Park achieve over £41,000 in online ticket sales. Over the course of our social campaigns, we gained 7.k followers on Facebook and 2.3k on Instagram. Our paid campaigns earned 4.5 million impressions and reached 1.5 million people.