B2C PR and social media campaign
Key takeaways
%
of tickets sold
Facebook impressions over four days
%
positive reviews
Overview
Xplore! Science Discovery Centre is a visitor attraction in Wrexham.
Outwrite was tasked with raising awareness of the centre’s reopening on Saturday 3 October following its relocation to the town centre as well as a rebrand from Techniquest Glyndŵr.
In addition, as it was reopening for the first time since a national lockdown, a key goal was to reassure the general public that all measures were in place and it was safe to visit.
Objectives and planning
Outwrite worked alongside Xplore! staff to develop an integrated communications plan for media relations, paid social media, organic social media support, and email.
We interviewed key members of staff at Xplore! to gather information on the relocation, identify engaging stories to tell, and the changes and adaptations made at the centre in response to COVID-19.
In addition, we analysed social media insights and anecdotal feedback from activity in earlier months to help inform the strategy, creating a timetable of activity to drip feed stories and content in the run up to the reopening.
Primary objectives for the campaign were to ensure tickets for the entire weekend of the reopening were sold and customers visiting the site were satisfied with COVID mitigation measures.
Key target audiences for the campaign aimed across North Wales, Cheshire, and the Wirral and included parents, grandparents, guardians, existing annual pass members, and previous customers.
Tactics
Organic and paid social media
Email marketing
Media relations
Example media coverage
Key outcomes
A sell-out opening weekend was achieved despite the major restrictions on attendance due to the local lockdown in the county of Wrexham imposed just four days prior and in addition, all reviews and comments were 100 per cent positive.
The campaign achieved 14 pieces of key local and regional media coverage in the run-up to the reopening, as well as an interview on BBC Radio Wales on the morning of the reopening.
An additional paid social campaign we were tasked with launching and running across three days from 1 October to Sunday 4 October saw 395 link clicks at a rate of 59p per link click, 66,400 impressions, and 71 new page likes on Facebook.
Outwrite was also engaged by Xplore! on integrated PR for post-event activity including media relations and paid social media, as well as media relations about sponsorship of exhibits.
“The rebrand, relocation and reopening were months in the making. Originally placed on hold due to COVID restrictions in March, we were determined to ensure we achieved a sell out for the weekend.
“We recognised an integrated PR agency would help us and Outwrite impressed from the outset.
“From strategy down to implementation, Outwrite made a huge difference for Xplore!.
“The team’s focus on communication with our stakeholders across multiple channels was pivotal in making sure key messages reached our different audiences.
“We’re looking forward to continuing our relationship with Outwrite going forward.”
PR and comms awards for this campaign
Best STEM campaign
Best integrated communications campaign
Best charity/not for profit campaign
Best low budget campaign
Best not for profit campaign
Best low budget campaign
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