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Roarsome marketing for Hampshire Cultural Trust

When Hampshire Cultural Trust came up with its 'Big Theme' of DINOFEST2015, it turned to Carswell Gould for an exciting, integrated marketing campaign.

This year-long event incorporated seven exhibitions at different venues across the county:

  • Dinosaur Encounter at Sea City, Southampton
  • Dinosaur Hunter at Milestones, Basingstoke
  • Dinosaur Explorer at Redhouse, Allen Gallery and Aldershot Military Museum
  • Drawn to Dinosaurs at Andover, Westbury and Eastleigh
  • Dinosaurs in Your Garden at Willis Museum, Basingstoke, Winchester Discovery Centre and Gosport
  • The Collectors – Fossils, Finds  and Flints at Redhouse, Allen Gallery and Aldershot
  • Dinosaurium – Re-imagined Creatures at Winchester Discovery Centre.

Carswell Gould’s brief was to ‘design and deliver a marketing campaign to encourage visitors to go to museums and galleries and see the dinosaur exhibitions.’

Our objective was to reach the widest audience of local young people and their families to raise awareness of the various exhibitions. We devised an eye-catching, colourful and fun prehistoric-style branding with a strapline ‘Dinosaurs are alive in Hampshire’ and promising ‘Awesome animatronic dinosaurs and much, much roar!’

This was reproduced on posters, leaflets, billboards, bus liners, print and social media adverts, public lift door stickers, a schools pack, a children’s tracker map, badges and on the designated DINOFEST2015 website.

We worked with Hampshire Cultural Trust to launch DINOFEST2015. Our creative ideas for the campaign included bringing a 7ft ‘live dinosaur’ to Southampton; creating a ‘dinotracker’ map with stickers and prizes; promotion to those waiting to see Jurassic World;  playing dinosaur ‘roars’ through hidden speakers at parks and creating dinosaur ‘bites’ from cars and buildings.

Carswell Gould ran the PR campaign with a highly visual DINOFEST2015 launch, which achieved high coverage across broadcast, print and online media. A series of localised press releases followed, ahead of the exhibition opening at each of the locations. Photographs and release/blog updates were released to engage the public and keep the campaign fresh and appealing.

In total, there were 50 pieces of positive media coverage featured on local BBC radio, local newspapers, National Geographic Kids Magazine and on Yahoo, which amounted to a cumulative reach of more than 1,257,921.

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