Drayton Manor: From A to Sea

The Challenge

To launch Adventure Cove – a nautical themed zone at Drayton Manor Park. Featuring fun add-ons to some of the park’s most-loved family-favourites, the zone’s new rides and attractions include River Rapids, Wave Swinger and Tidal Towers.

The creation of Adventure Cove marked the first investment phase from new owners Looping to develop the park’s family-friendly offering over the coming years.

 

The Idea

Briefed to deliver a press office-led launch campaign to build hype and sustain awareness, we recognised the need to break the activity into four distinct phases:

  • Announcement of new area – ‘something exciting is coming’ – to tease details
  • Release to confirm the official opening date, with ‘first look’ photography and video of the new area and rides
  • Selective press invites, giving key contacts the chance to be among the first to experience the new rides
  • Targeted influencer reviews

 

The Results

Within just weeks of launch, Adventure Cove saw:

  • 97 pieces of coverage
  • 10 national hits including The Sun and Good Morning Britain
  • 63 publisher social shares
  • 15 journalist reviews arranged (with more to follow)

Crucially, the buzz around the new area helped to deliver Drayton Manor Park’s best summer season on record.