When the UK’s largest Aquaglide inflatable Aqua Park landed in Rutland Water for just eight weeks, spottydog was brought on board to help the team at Sports Booker make a splash. Needing to create a social media audience from scratch, deliver PR around the launch and drive visitors to climb, jump, crawl, chute, launch, slide and splash their way around.
To achieve this, we recognised that social media was an important channel to engage local communities and users with the news that Aqua Park Rutland was opening in the summer. Setting up associated Facebook, Twitter and Instagram accounts, and found that Facebook was best suited to be our principle platform.
Through reactive comments, boosted posts and generating unique visual and video content, we grew the Facebook audience from around 3.5k likes at the beginning of June to nearly 9k ahead of Launch Day.
Alongside this, we reached out to local television, radio, newspaper and lifestyle magazines as well as contacted local schools, scout & guide, businesses and community groups inviting them down to be some of the first people to try out the course!
Aqua Park Rutland featured on BBC East Midlands Today, BBC Radio Leicester, ITV Central as well as several regional newspapers. Word of mouth quickly spread and we continued to drive this momentum across all social media platforms, generating unique content and encouraging audience engagement through sharing videos and photos.
To further on-going publicity, we invited Leicester Tigers RFC and Northampton Saints RFC on separate occasions to boost press coverage.
Social Media quickly became customers preferred platform for queries and booking issues. Although not part of our original brief, we put in place a strategy to ensure that all customer queries were responded to within 24 hours.
Our target was to help achieve over 18,500 ticket sales. By closing weekend, we were delighted to have achieved over 20,000 alongside 55 items of separate coverage in total. Coverage alone reached over 35 million whilst recruiting over 14,000 new followers across Facebook, Twitter and Instagram. Across Facebook & Twitter, we secured an audience reach/impressions of over 2.6 million users. Sports Booker also has plans to extend further Aqua Park sites across the UK in 2017.
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