Bringing family moments to life through the nostalgia of family days out.
Charlie Wicksteed set-up the park in 1916 to engage and participate with the local community. It was a popular destination for many generations but, with the expansion of the attraction industry, new parks have stolen share. There is a lot of competition in the region, including Alton Towers, so we needed to reinvigorate the park and showcase different elements and crucially increase footfall and sales.
Research showed family time is precious and that families are looking for things to do in their region rather than travel further afield. With Wicksteed Park's heritage we could tap into this nostalgia and showcase that the park is for the whole family and bring ‘family moments’ to life. We wanted to target across generations with different messages in key moments, focusing on 90-minute drive time. We used a Sky Adsmart campaign to create a big brand feel with minimum wastage. OOH included dynamic messaging for different audiences and elements of the park, and native articles also provided inspiration.
Park admission increased during the activity leading to further media investment following the initial campaign's success.