North Yorkshire Water Park briefed the Hatch team with information surrounding its newest attraction – a 13-metre-high climbing wall and 250m long dual zipline as part of the water park’s expansion plans. The client requested ideas to gain maximum media and social attention for the attraction to maximise bookings and overall footfall to the water park.
To organise an exciting launch event to spread awareness of the attraction, generating significant coverage across national and regional media outlets. As well as focusing on media coverage, Hatch also needed to support the growth of the North Yorkshire Water Park’s social channels by capturing new and exciting content of the attraction to boost social following and drive online booking through awareness of the new attraction.
/ SOCIAL MEDIA
We secured local Scarborough MP, Sir Robert Goodwill, along with Lord Downe, owner of the Dawnay Estate to request their support with the launch at the local attraction, offering the chance to be the first to take a ride on the thrilling zipline. The Hatch team reached out to a wide range of media outlets, both regional and national, to invite them along to cover the exciting launch, along with getting the opportunity to exclusively try the attraction out for themselves. In the run up to the activation we launched a social media competition giving winners the chance to be one of the first people to try out the zipline to ensure we also engaged with the general public, which generated 56,608 impressions and 7,462 engagements. We captured content of the day which was shared across the North Yorkshire Water Park social media channels, along with journalists who were unable to make the event. As a result of our pre and post-event social activity, North Yorkshire Water Park’s social channels saw an 309% increase in impressions and 536% increase in engagements in comparison to prior month. We also used the opportunity to shout about the other attractions on offer at the water park to increase footfall and maximise media coverage.
The Hatch team aimed to hit all three forms of media outlets – broadcast, online platforms, and print publications to ensure a wide target audience was met. We also raised awareness of the new zipline activities to generate bookings through social media activity and a launch competition.
PR // ACTIVATION // CONTENT