Campaign title: The Gruffalo Experience

Overview: The Gruffalo Experience made its second appearance at Meadowhall Shopping Centre – a client of MK PR – in the summer of 2016.

Objectives:
To help emulate the success of 2015 by:

• Creating and maintaining interest across the six week period that the experience was at the centre.
• Engaging the press and securing coverage in key regional titles and on broadcast channels.
• Driving website traffic.
• Driving ticket sales.
• Driving footfall to the Centre.

Strategy

• Developing and issuing press releases to announce the launch of the experience and promote its success.
• Engaging with what’s on guides, bloggers and forums.
• Rolling out competitions to capture the interest of young children and their parents.
• Inviting key press to attend and review the experience.
• Welcoming the families and beneficiaries of the Centre’s charity of the year – Bluebell Wood Children’s Hospice – down to the experience.

Results

Coverage appeared in a number of key regional print publications, online titles and forums including:

• Sheffield Star
• Sheffield Telegraph
• Doncaster Free Press
• Epworth Bells
• Rotherham Advertiser
• Barnsley Chronicle
• Scunthorpe Telegraph
• Thorne & District Gazette
• Life & Style Magazine
• Skiddle
• Netmums
• Mumsnet
• Sheffield Town Talk
• WhereCanWeGo
• Wow247
• What To Do With The Kids
• Welcome to Sheffield
• We Love Sheffield
• Days Out With the Kids