Tourist attraction (anon.)
A year-round campaign showcasing mums' testimonials led to increased purchase intent and positive sentiment for the tourist attraction
Brief in brief
To increase awareness and consideration of the entertainment centre among Mumsnet users, particularly targeting parents of children aged 3-12 in the local area, encouraging them to visit.
Opportunity
Parents visit Mumsnet to seek advice and share recommendations for family outings. They want tried-and-tested suggestions to ensure a great time and avoid wasting money.
Partnership overview
We delivered an engaging, year-round campaign with heightened activity during school holidays. Targeting a relevant audience, we used product testing and Mumsnet Rated to leverage peer-to-peer endorsements, whilst engaging mums with interesting influencer content and a chance to win a VIP trip for their family.
Partnership elements
Product test & Mumsnet rated: 20 Mumsnet testers with children aged 3-10 visited and reviewed the attraction, resulting in the attraction securing their Mumsnet rated badge
Competition: Giving users the chance to win tickets and guided session resulted in a very high opt-in rate
Editorial: Showcased why the centre is ideal for families, celebrating its Rated badge win
Influencer activity: Influencers shared content from the centre, showcasing how fun it is for the kids
Email sponsorship: Sponsored our daily email promoting their summer event
Display: Using our DMP Vantage, we successfully reached a tailored audience of parents looking for family activities
Results
Positive brand sentiment:
Those who recalled the campaign were 11pp more likely to express positive sentiment towards the tourist attraction
Purchase intent:
Exposure to the campaign resulted in increased likelihood to visit the tourist attraction
Those who also recalled the campaign were most likely to express visit intention
