Freshwater’s brief was to raise the profile of three Gulliver’s Theme Parks (in Milton Keynes, Matlock Bath and Warrington) in a target area of a 60 mile radius of each site, and to provide support in the event of negative coverage related to the attraction.
Our approach was to develop relationships with the local press. Regular press releases were issued, linking to recent or forthcoming news agenda items, and a crisis management plan was prepared to respond to any unexpected events that may compromise the reputation of the attraction. We also launched Gulliver’s Anti Bullying initiative, fronted by park mascot, Gully Mouse.
Extensive and positive coverage in local press, highlighting all aspects of Gulliver’s Theme Parks, increased awareness of the theme parks amongst the agreed target audiences.