Pack Your Imagination – Welsh Government Cadw
The brief was to devise a campaign to encourage more families to explore Cadw sites by positioning Cadw sites as a brilliant family day out.
Challenges we faced included:
- Competition for media coverage in lead up to Easter holidays with other tourism providers,
- Promoting the same products/sites in a fresh and engaging way that built on the Time Traveller campaign in 2014
- The need to complement Visit Wales’ ‘Have you packed?’ campaign and fit in with the strategy of creating and portraying imaginative experiences in unique locations
- Encouraging families to see Cadw sites as a place for a day out and making history fun while not diluting Cadw’s important role in safeguarding our heritage, Limited marketing budget to reach across the whole of Wales.
- Existing and potential visitors:
- Locals – those living close to Cadw sites but unsure of offer for children
- Children – capture their imagination and spark an interest in history
- Holiday makers – inside and outside of Wales
- Stakeholders/Interest groups
- Media – local, regional and national, online, broadcast and print
The SMART objectives:
- Secure 1.3m+ PR OTS
- Secure positive online coverage, including national and international news sites
- Ensure key messages included in coverage
- Secure organic positive feedback for campaign from custodians and visitors
- Create new ambassadors for Cadw
- Increase family visitor numbers to Cadw sites by 10% vs. same period last year
- Increase visitor traffic to Cadw’s website by 15% vs. same period last year
- Secure 10,000 views of video content
To build on the success of Cadw’s 2014 Time Traveller campaign, we:
- Asked Cadw custodians what they would recommend families pack on a visit to a site – the most popular response was imagination
- Identified Lego® as quality non-gender specific toy that is relevant to the family audience and sparking imagination
- Secured AFOLs (Adult Fans of Lego®) as ambassadors for the campaign
- Established partnerships with Lego® Education Centres.
Based on our research, Equinox worked closely with Cadw’s Head of Marketing and the Welsh Government to devise Pack your Imagination (PYI), a media and digital campaign using Lego® as a vehicle to encourage families to discover Wales’s dramatic past as they’ve never seen it before. The campaign would reinforce the message that Cadw sites inspire imagination.
We devised a three-stage approach:
- Campaign launch (27 February) – Equinox established a relationship with Bob Carney, from Decatur, US, who creates giant replicas of European castles from Lego®. After we made contact, he decided to build Cadw’s Rhuddlan Castle from 50,000 Lego bricks. We turned 2,500 photographs of his Rhuddlan build into a three-minute time-lapse video. We devised a competition asking families to visit Welsh historic sites and create their own models from any materials. We issued a press release and video to Wales, national and international media.
- Maintaining Momentum (March – April) – we set-up Lego® workshops including animation and Minecraft activities, run by the Lego® Education Centres, at two Cadw sites over the Easter holidays. The events were free, but ticketed via Eventbrite. Following a PR announcement, the workshops sold out within two hours. We created a bank of multimedia content, including:
- how-to Lego® themed videos,
- Lego® instructions to build seven mini replicas of Cadw sites, created by acclaimed artist and AFOL, Andy Morris,
- Lego® themed colour-in postcards and colouring sheets available on-site and online.
We promoted the wider campaign through an online TV ad, social advertising and a PPC campaign.
3.Showcasing results (May) – During Bob’s first visit to Wales in May we arranged two photocalls to announce the competition winners in north and south Wales.
Tactics and Implementation
The multimedia campaign included:
- Multimedia content – Lego® timelapse video and how-to videos
- Cadw’s first TV ad for eight years played on Sky Planner
- International media relations, worldwide reach
- On site activities and online resources – Lego® workshops, Lego® themed postcards/colouring sheets
- User-generated content – castle building competition
- PPC, video display ads and a social ad campaign
- Secured 57 pieces of coverage achieving 148,382,393 OTS (+11314% on target KPI)
- Exceeded media targets
- 100% of coverage included at least one key message
- Secured 65,207 views of ad through spend
- Received positive feedback from custodians and visitors:
- “Thank you for providing such inspiring and unusual competitions and events. It presents a fresh and fun face for Cadw, which families want to join in with!”
- Received positive comments on Facebook, Twitter and Trip Advisor about the campaign:
- “Castle. Lego. Time lapse. A winning combination!”
- Received positive feedback from children and parents from Lego workshops:
- “It was very fun and I enjoyed building lots of historical things!”
- Established Bob and Judy Carney as American Ambassadors for Wales and Cadw competition winners as family ambassadors.
- Increased family visitors by 44.77%* (+34.77% on KPI)
- 201,120 unique users visited the Cadw website (+24% vs. same period last year, 9% increase on KPI)
- 141,624 views of the campaign videos, (1316% on KPI)