Going for Gold this Easter with Resorts World Birmingham

Going for Gold this Easter with Resorts World Birmingham

Easter 2017 saw Resorts World Birmingham host an Easter Extravaganza offering shoppers the chance to win £5,000 prizes to be won, plus a magical Easter garden, Resort’s World ‘Bunnies’, discounts and an unmissable spa day deal. To support the activity, awareness and drive footfall, RBH created a PR, social and paid social campaign.

Easter 2017 saw Resorts World Birmingham host an Easter Extravaganza offering shoppers the chance to win £5,000 prizes to be won, plus a magical Easter garden, Resort’s World ‘Bunnies’, discounts and an unmissable spa day deal. To support the activity, awareness and drive footfall, RBH created a PR, social and paid social campaign.

A PR campaign supporting the Easter activity targeted all key publications, with one press release securing over 30 pieces of press coverage with an estimated 917,000 coverage views, 40 social shares, and a print circulation of 118,000.

The social campaign was designed to promote Lindt at Resorts World Birmingham, and the exclusive Easter service which allowed customers to personalise the collars on the famous Lindt Gold Bunny. The aim was to cut through the Easter noise, highlight Lindt’s offering in a competitive market, whilst boosting reach for Resorts World Birmingham.

To do so, personalised gold Lindt bunnies were delivered into the largest broadcast media houses in Birmingham and surrounding areas, including; Heart FM, Capital FM and Free Radio. Local print media titles included; Dluxe Magazine, Birmingham Living and Birmingham Mail.

In response to the hand delivered gifts, coverage was secured on accounts with followers totalling nearly 250,000, with local radio DJs, radio stations and print titles, all posting images on social using the dedicated hashtag #RWBunnyDay.

Further support was provided with a media campaign, aimed to promote the Easter competition and activity. This involved planning a targeted Facebook campaign to run for the duration of the planned activity. The supporting look and feel was developed, and all artwork designed for both the social, and in-resort campaign.

Rebecca Williams, RBH PR director, commented: “Maximising reach and engagement is paramount to a successful campaign. Integrating traditional PR activity with a tactical awareness drive can prove to be the brand driver you need during important planned activity”.

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