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)
