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Sewerby Hall and Gardens – Case Study

CHRISTMAS CAMPAIGN

100% Increase in Visitors & Sold-Out Ticket Sales

ABOUT THE CLIENT

Sewerby Hall is a major tourist attraction in the East Riding of Yorkshire, attracting over 150,000 visitors a year. The Sewerby hall and gardens are a host to many local community events. The Winter Wonder Land, a brand new event to be hosted during Christmas 2021. In order for this event to be a success, it will need to catch the attention of visitors in and around the region.

ABOUT THE CAMPAIGN

PURPOSE
To sell tickets for its brand new event – The Winter Wonderland. Aiming to achieve up to 12,000 tickets sales for December 2021.

MESSAGE
Sewerby Winter Woodland is a brand-new event and completely unique to the area. Suitable for children & adults of all ages, the event will take visitors on a magical outdoor journey of spectacular Christmas themed sounds and lights.

ACTION
To encourage people to buy tickets online. Through driving traffic to the Sewerby Hall Website to purchase tickets for the Winter Woodland event.

CAMPAIGN ASSETS

– GHR Yorkshire Coast – Digital competition including email, data share for re-marketing, organic and targeted social.
– Viking Breakfast Show competition – included on-air pre & post trails, in show and social media.
– Radio ads on Viking FM & GHR Yorkshire Coast.
– Audio for social video.
– Partnership activity including dual branding, GHR playlists on site, TV Ads on screens & print advertising.

PROMO - Viking FM - A

PROMO - Viking FM - B

Spotlight Greatest Hits Radio

CLIENT TESTIMONIAL

Working with the established radio brands Viking FM and Greatest Hits Yorkshire Coast as our media partners for the first Sewerby Winter Woodland was a great opportunity for us. We used the partnership two bursts initially when the event went on sale, seeing the traffic to the website increase to 2,000 page views per day at its peak. The live talk ups on Viking building up to a ticket giveaway, online competition with Greatest Hits Yorkshire Coast both worked well.

On the second advertising burst we sold 5,000 tickets in a month and the airtime drove visitors to our website. I thought the script writing was brilliant as it encapsulated the magical feel of the event. We even used the team to write and record audio which we used with video of the event. We sold out 12,000 tickets in the first year event which was huge achievement, and we believe that our partnership with Viking and Greatest Hits made a big impact on sales for the event.

STEWART WARD,
GROUP DESTINATIONS MARKETING MANAGER
SEWERBY HALL & EAST RIDING OF YORKSHIRE COUNCIL

SUCCESS MEASURES