ICG Public Relations. Full Service PR Agency Preston

the "generate more footfall" challenge.

Challenge
Open all year round, the World of Beatrix Potter™ Attraction needs to attract visitors every month. Located in Bowness-on-Windermere it wanted to position itself as a must-see great value attraction for anyone visiting the Lake District.

Discuss
ICG's PR Team has extensive experience of working with leisure and tourism attractions and was able to tap into this knowledge to support the World of Beatrix Potter™ Attraction. By developing a close working relationship with the attraction’s senior management and providing short lines of communication with the ICG team, we were able to quickly identify the most relevant creative solutions that would deliver tangible results throughout the year.

Solution
ICG developed a 12-month plan of action that incorporated the attraction’s own events and were supplemented with additional creative ideas. PR activity ranged from linking up with SunSmart (Cancer Research) and offering free entry to kids wearing sun hats…competitions to choose smells for Mr McGregor's greenhouse…art competitions for schools to attend the attraction’s special anniversary celebrations…and so much more…

Result
A steady stream of positive coverage in women's magazines, specialist family websites, national newspaper 'what's on' listings and regional TV pieces about the attraction's investment in its facilities all contributed to attracting visitors. ICG was delighted to be reappointed nine times as the World of Beatrix Potter's PR agency.