A SUMMER FULL OF CHARACTER
As today’s millennial parents seek ever-more memorable experiences that look good on social media, their perception of value has shifted. They’ll happily pay more, or travel further, for something that gives them a story to tell or that killer photo.
With attractions battling to stand out from the crowd this summer, we’re seeing an increase in venues running themed events and character-led campaigns in order to drive online buzz and ultimately, footfall.
We see huge spikes in online engagement whenever a popular kids’ character is featured in a venue’s marketing. Mentions of Peppa Pig drive up to 300% more clicks for Paulton’s Park on our site; plus a recent social media takeover featuring Thomas The Tank Engine days out drove a total reach of 600k in 48 hours.
But it’s not just famous names that capture families’ imaginations. Smaller operators are getting creative with campaigns around kids’ themes, with unicorns, dinosaurs, fairies, knights & princesses being perennially popular.
Character weekends and themed events are a sure fire way to create a buzz this summer, and with a little imagination, don’t have to cost the earth. Even better – running a variety can keep families coming back over and over again, driving loyalty and repeat visitation.
2019 Character Campaigns
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