Do you know what sets your attraction apart from the competition? Have you developed a detailed picture of your target audience and how they choose which attraction to visit? And do you have a communications and marketing strategy that is built upon this knowledge?
If the answer to any of these questions is no, then you’ve come to the right place.
Marketing and communications are the lifeblood of any attraction or heritage organisation, with the power to drive awareness, build your brand and most importantly boost visitor numbers. With fierce competition across the sector, a well-managed strategy is vital, enabling you to maximise your USPs and stand out from the competition.
We have extensive experience working with organisations in the attraction and heritage sector, helping clients develop successful communications campaigns that make a real difference to the bottom line. We do this through our 3 I’s process:
- It all starts with Intelligence; taking a forensic analysis of your current visitor landscape to understand who you are already attracting and identifying possible gaps in awareness. Research into the habits, likes and dislikes of your audiences, along with an understanding of external influences, allows us to source new opportunities to achieve cut through.
- This insight Inspires our campaign strategy planning, where we look creatively at how to tell the right stories to engage and appeal to your audiences. Innovative content, such as creative itineraries that are specifically designed to appeal to target demographics, paired with an understanding of the media and consumer agenda, inspires target audiences to consider a trip to your attraction. And our in-house digital expertise ensures maximising online reach forms part of everything we do, with campaigns that drive website visits and convert to bookings.
- Whatever we do, our work always looks to create Impact. With attractions and heritage, the proof really is in the pudding, so all our campaigns are built with bookings and visitor numbers in mind, encouraging target audiences to visit and revisit. Measurement is vital, not just to judge success, but to build on that success and maintain momentum. So whether we are launching a consumer campaign for Portsmouth Historic Dockyard, opening a new visitor site for the Shakespeare Birthplace Trust, or boosting awareness of a sightseeing route for Big Bus Tours, we measure ourselves on what matters – footfall and bookings.