Blog post written for spottydog communications. View the original here.
Earlier this month, the UK’s biggest inflatable Aqua Park splash-landed into Rutland. We were ‘shore’ we’d do a great job over-‘sea’-ing the PR activity for its launch, but it wasn’t all smooth-sailing! The park was brand new this year, so we knew we needed to build up an audience to deliver the message to from scratch. We also knew that similar water parks had popped up on social media before, but that they had largely turned out to be scams, so that was something else we’d need to tackle and be prepared for!
So, bearing all of that in mind, how do you ‘wet’ the appetites of your audience?
With the right PR tactics, of course!
In order to generate a buzz around the opening we hosted a preview day at the Aqua Park and invited the local press down to get their feet wet. This gained us some ‘water-ful’ coverage, including BBC Radio Leicester, Rutland and Stamford Mercury, One MK and even being featured on the BBC East Midlands Today evening news! Not content with stopping there, we set out to prove that the park was as fun and as much of a challenge for adults as it is for children by inviting the rough and tough Leicester Tigers over for a swim! This also gained us a lot of great coverage in the Leicester Mercury and ITV News! The experience encouraged a wider audience to book in for a wet and wild experience, as well as flooding the social media channels with a lot of excitement!
On the subject of social media – it definitely isn’t something you can just dip your toe in and out of every now and again; it requires diving straight in and giving it all you’ve got! Aqua Park Rutland’s Facebook channel made waves as soon as it was first shared, and we kept it afloat by being incredibly responsive as a way to increase user engagement. We were able to dampen any ‘fake park’ rumours with our personable, informative Facebook interactions, wading deep through the comments to chat with people and gauge their excitement.
Giving the audience what they wanted to see on social media was key to growing the channel to the 10K+ strong audience it has today. The channel grew steadily through our interaction and engagement, but the audience was really blown out of the water when we revealed the fully-inflated park for the first time on video! It reached over 100,000 views in the first few days, and people are still watching and engaging with the video now; a true definition of viral content!
It’s always a slippery challenge getting a new client’s name out there for the first time, but with the right combination of tactics we found that it’s possible to slide your way to success!
So water you waiting for? Book yourself onto the Aqua Park here: http://aquaparkrutland.co.uk