Attractions that are full of character

A SUMMER FULL OF CHARACTER

13/08/2019

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.

75%

of parents said a themed event would make them more likely to book

600k

parents reached in just 48hrs with our Day Out With Thomas social takeover

62m

results when searching for “unicorn weekend” on google.co.uk

PAW Patrol at Marsh Farm
2019 Character Campaigns
  • Day Out With Thomas at selected UK railways
  • Forestry Commission launches new Zog Activity Trails
  • Marvel Avengers S.T.A.T.I.O.N in London
  • Room on the Broom A Magical Journey opens at Chessington World of Adventures
  • New Teletubbies Live Show launches at Alton Towers Resort
  • Gruffalo’s 20th Birthday at Chessington World of Adventures
  • Brickosaurs at Marwell Zoo
  • Captain Marvel arrives at Madame Tussauds Blackpool
  • How To Train Your Dragon at Shrek’s Adventure
  • Princess Parties at Partyman World venues across the UK

In the know...

Simon Foulkes, sales and marketing director at Rainbow Productions

“The popularity of licensed character visits continues to rise, as a growing number of visitor attractions across the UK invite children’s favourites to be part of their 2019 events line-up. 

Meet and greet appearances are a great way of adding value to and enhancing the visitor experience, especially for younger guests. For a child to meet a cartoon celebrity in the flesh (or fur!) is a unique, engaging and memorable experience and rewards the parents with their own mantel-piece souvenir.

Adding a famous character to events programmes also helps drive extra footfall at key times of year such as Easter, summer holidays, Halloween and Christmas.

Rainbow Productions is the UK’s official supplier of over 100 licensed children’s characters available to book for personal appearances, as well as narrations, trail activities, workshops and mini shows. A number of characters are celebrating anniversaries this year including The Gruffalo who is turning 20, and Peppa Pig is celebrating 15 Years of Muddy Puddles, plus recent movie successes have boosted popularity of classic favourites Paddington™ and Peter Rabbit™.

Simon Foulkes, Sales & Marketing Director Rainbow Productions

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