The launch of Peppa Pig World has been handled by Bray Leino, which was tasked with building on the popularity of the children’s TV character.
The park, which opened on Saturday, tasked Bray Leino with developing its website, SEO, online advertising and advert and literature design for Peppa Pig World, while also attracting press interest to drive visitor footfall.
The PR team at the agency has worked with the part for the last two years in the build up to the opening.
Also working on the project was the agency’s Destination and Digital teams.
The media relations campaign ahead of the opening included a ‘Golden Ticket’ competition which generated 50,000 entries from families hoping to win tickets to the preview day. A press, VIP and celebrity day was also held at the end of March, attended by over 140 journalists.
“Peppa is such a great brand and still has enormous potential beyond what we’ve seen,” commented Bray Leino chief executive Bruce Hutton. “The whole idea to bring Peppa Pig World to life is clever, as for Paultons Park it brings in the younger family to help bolster mid-week, plus plants them on the national map. With such a hot property, great park and decent client our job was pretty easy! That said, to pull together the different parts in the way that we did to deliver this project is pretty unique to us, and is going to be a brilliant case study. I was really pleased with the way it turned out and the media value generated has been fantastic."