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. 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 Approach

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 branding was then used across a wide range of marketing materials, including 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 also devised a number of creative ideas to promote the event, including bringing a 7ft ‘live dinosaur’ to Southampton and creating a ‘dinotracker’ map with stickers and prizes.

The Outcome

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. Additionally, there was a 43% increase in footfall across the venues during the DINOFEST2015 event, demonstrating the success of the campaign in achieving its aim of encouraging visitors to attend the exhibitions.

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