When it comes to engaging new urban audiences, nothing quite captures the imagination, like National Trust's breathtaking fire garden event in Manchester's Heaton Park. The event was geared at an audience who traditionally have not felt that the Trust necessarily reflects their lives and lifestyles.
Wonder were tasked with creating a marketing campaign targeted at urban family audiences to drive brand awareness, ticket bookings and an activity to submit memories sharing a love for this special place (which pyrotechnic wizards Walk the Plank, transformed to be part of the event).
We started the campaign with creative naming, developing the very catchy ‘Heaton Sparks’ - combining place and experience. Our design approach made use of stunning fiery and family friendly photography to emphasise the special theme of the event, with the use of a neon palette for eye-catching impact.
Through our ROI driven approach, we targeted urban family audiences through a range of media. Wonder undertook media planning, buying and tracking including: city based street talk sites, bus rears on key commuter routes, ambient media around Heaton Park (including banners, additions to fingerposts and park furniture wraps), 6/4 sheets at heavy footfall train stations, promotional print in leisure outlets and regional racks, and e-newsletters.
As with all our media plans, ROI was built in from the beginning of the campaign, allowing for ongoing tracking and campaign evaluation. For example, the outdoor media alone reached over one million people and our e-newsletter placements received a click through rate of 2.5%, well above the national average.
Heaton Sparks quickly became a must-see event, with demand for tickets outstripping supply, social media buzzing with positive commentary and providing urban audiences with a platform to begin their wider enjoyment of all the National Trust has to offer them in the North West and beyond.