Case study · Travel & Leisure
Stockeld Park’s Christmas Adventure is one of Yorkshire’s biggest festive days out, with more than half a million Christmas trees on site. For Christmas 2025 we combined media relations, influencer partnerships and a social competition. The campaign earned 13 national broadcast pieces, reached 13 million people and drove more than £23,000 in ticket sales through influencers alone.
- 13 national broadcast pieces
- 40+ pieces of coverage
- 13M reached through media and influencers
- £23K+ influencer ticket sales
- Client Stockeld Park
- Sector Travel & Leisure, visitor attractions
- Services Media relations, influencer marketing, social media
- When Autumn to December 2025
- Audience Families across Yorkshire and the North of England
- Channels National broadcast, regional press, influencers, social media
What did Stockeld Park need?
Stockeld Park, near Wetherby, turns its estate into a Christmas Adventure every winter, with Winter Illuminations, an Enchanted Forest and Father Christmas. Christmas is its most important season, and families have plenty of other festive days out to choose from.
- Business objective: sell Christmas Adventure tickets and fill the calendar across the 2025 season.
- Communication objective: put the Christmas Adventure on national broadcast and in regional family press, and use influencer partnerships to drive tickets we could track.
What was the insight?
Families book Christmas days out early, and they trust other parents more than adverts. So the campaign needed two things: news to give journalists a reason to cover it, and real families showing what the day is like.
The approach was news for the press, proof from parents.
What did we do?
- Launch news. We announced the season as Stockeld Park’s biggest Christmas Adventure yet, covered by the Yorkshire Evening Post.
- Ticket news. New top-tier tickets gave regional titles a second story, including Examiner Live.
- National broadcast. We took the Christmas Adventure to national TV and radio, securing 13 national broadcast pieces.
- Influencer partnerships. Family creators visited and shared their day, with tracked links so every ticket sale could be counted.
- A social competition. A festive competition kept the season in people’s feeds.
- Reviews. Press visits during the season earned reviews. Examiner Live said the day would “live long in the memory”.
What did it achieve?
Results by stage of the AMEC evaluation framework, with the source for each figure.
| Stage | Measure | Result | Source |
|---|---|---|---|
| Outputs | National broadcast pieces | 13 | Prohibition coverage log |
| Outputs | Pieces of coverage | 40+ | Prohibition coverage log |
| Outputs | People reached through media and influencer content | 13M | Prohibition campaign reporting |
| Outcomes | Ticket sales through influencer partnerships | £23K+ | Tracked ticket links, Prohibition campaign reporting |
| Impact | Christmas demand | Record | Stockeld Park |
What did Stockeld Park get from it?
A season in the spotlight and the ticket sales to show for it. National broadcast and regional press kept the Christmas Adventure front of mind, while influencer partnerships drove more than £23,000 in tracked sales. Stockeld Park saw record Christmas demand.
What did we learn?
- Give the press more than one story. The launch, the new tickets and the reviews each earned coverage in their own right.
- Track what creators sell. Tracked links turned influencer content into a sales figure, not just a reach number.
- What we would do differently: run a short visitor survey during the season to show how people heard about the Christmas Adventure, so press coverage can be tied to bookings as clearly as influencer content.
