‘World of Wedgwood’ is a unique attraction in Staffordshire, offering a factory tour, an extensive museum, experience days and family activities.With over 250 years of experience in the production of high quality ceramics, it celebrates the very best of British industrial and design heritage: and it's an ideal day out for families, culture vultures and ‘out of area’ tourists.
Insight & Strategy
Awareness of World of Wedgwood and traffic to the website was low leading in to the key summer holiday period of the year.
We knew we had to do two key things:
- We had to build regional awareness and provide reasons to visit World of Wedgwood through inspirational content.
- We then needed to drive people to the website for further information and to book their day out with us.
We know that World of Wedgwood’s key audience look to their local newsbrands for day-out inspiration, so we worked with 1XL’s key titles that were within an hour's drive-time of the attraction.
We commissioned a native article to seamlessly fit within the regional editorial and give people reasons to visit World of Wedgwood. Additionally we were able to precisely target families, culture vultures and ‘out of area’ tourists at scale, using a Facebook reach buy, which generated mass awareness in the region and educated people on reasons to visit World of Wedgwood. We also ran link and carousel posts optimised towards driving clicks through to the website. These sported a clear call to action, and featured offers and upcoming events relevant to the coming weeks.
During the course of the campaign, World of Wedgwood saw their admissions increase by an enormous 150% year on year.
We also drove 26,075 clicks through to www.worldofwedgwood.com, increasing link clicks by 62% from the start of the campaign through to the finish through careful optimisation.
The native article in local newsbrands achieved dwell times of over three minutes, showing that users were engaging with the content.