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Carswell Gould boosts visitor numbers for heritage railway

The Mid-Hants Railway Watercress Line, a popular tourist attraction in Hampshire, challenged us to boost visitor numbers even further for the heritage railway’s popular Day Out With Thomas event over the Easter holidays.

We undertook a cross-platform approach that included Facebook and Instagram digital advertising campaigns, PPC, display remarketing and geo-targeted mobile campaigns where people attending other theme parks were targeted with Thomas adverts on their phones.

The build-up saw us promote the event across social media, as well as through traditional methods including posters and leaflets. Furthermore, we delivered PR that saw coverage appear in press across the region, where we highlighted the addition of an exciting new entertainer providing fun for all the family.
Our advertising campaigns saw a visitor increase of 9% from the previous year with 32,630 visitors compared with 27,744 in 2016, resulting in a 10:1 ROI. This was despite only Hampshire schools being on holiday for the second week of the event with surrounding counties back at school.
The campaign has also now been entered into the Mobile Marketing Awards “Most Effective Location Campaign” following our use of innovative techniques for reaching our objectives.  

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