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.