Proactive Media Relations

Proactive Media Relations

THE BRIEF:

Bring the Netherland’s largest theme park, Efteling, World of Wonders, to the UK market

THE APPROACH:

LOTUS looked to create a high-impact media relations campaign targeting mainstream national media and family-focused UK press. 

Through streamlining the press office process, we compiled and distributed well targeted round-ups, listicles, photo galleries and themed features. 

This was supplemented with a strategic press trip and parenting blogger strategy to further bolster awareness amongst the target audience, generating positive, UK-based reviews.   

In doing this we created a key messages matrix and further promoted Efteling’s cost-effective price point against its competitors, without diluting the quality of the brand or experience. 

RESULTS:

  • £610,492.78 AVE
  • 33,788,805 circulation
  • Majority share of voice in theme park articles 
  • Leading listing in The Daily Telegraph’s Christmas round-up
  • Double page spread in National Geographic Traveller (family special)