Stockeld Park is one of Yorkshire’s favourite family attractions. The renowned Enchanted Forest is filled with magical interactive fun and is home to five fantastically themed adventure playgrounds for all the family. This year, Stockeld launched a brand-new indoor play centre, the Playhive.
Prohibition PR was tasked with creating a campaign to launch the Playhive, the unique play centre has four themes incl. jungle, air, space and sea connected by slides and filled with sensory fun for all the family. The aim was to drive coverage and encourage footfall to the park.
We knew to attract families across Yorkshire, we had to take a bespoke and family-orientated approach to engage audiences in the area.
This led us to come up with an expert “Play Panel”, a competition across social media where parents/guardians had to submit a video of their child explaining what their dream play area would look like – to get buy-in from kids, as well as adults.
We then hosted a launch event inviting the newly elected Play Panel winners, their families, relevant Leeds influencers (including @HarrogateMama, @EverythingJam, @FiveandaCat) and the media to capture and experience the Playhive for themselves to build further brand reputation and position Stockheld Park as the ‘go-to’ family destination.
Using in-house creative, we created a series of graphic social assets to promote the Play Panel competition on social media. To drive community engagement from families in the local area, the competition winners were then chosen via social media and were invited to get a sneak peek of the Playhive – plus the chance to attend the launch event as VIPs.
Inviting the winners of the Play Panel competition, we took pre-promotion photography of the kids testing out the new park which was then supported by targeted paid social advertising to create further excitement online. This content was then used for PR activity with multiple newsworthy angles; achieving broadcast coverage from the BBC.
Our creative and strategic PR approach surpassed KPI’s – achieving the following results:
- 78 pieces of coverage, including 69 pieces of online coverage
- 5M combined media circulation
- Over 78 pieces of social coverage from 14 influencers – achieving 37.2K reach