The challenge
Jurassic Cove Adventure Golf, owned and operated by leisure company Teen Spirit, held immense potential with its unique theme and engaging design. However, timing the launch marketing was crucial. Launching too early risked losing momentum before opening day, while launching too late could miss the initial excitement. Our goal was to strike the perfect balance, leveraging the allure of “new” to maximize interest and attendance.
Our strategy
Our strategy focused on creating a holistic digital marketing campaign that aligned with Jurassic Cove’s captivating dinosaur theme.
When we launch attractions, we work on the 100 day principle. We start minimal activities 100 day ahead of the launch which builds momentum until the opening day.
Key components included:
- Website Development: We designed and developed a user-friendly, high-speed website to serve as the ‘go to’ place for further information and booking.
- Social Media & Influencer Campaign: We implemented a comprehensive social media strategy, including organic posts and influencer partnerships to generate pre-opening and launch week buzz. The two core platforms were Facebook and Instagram, with low level activity on TikTok.
- Email Marketing: We collected pre-opening emails to build a “keep in touch” list, ensuring ongoing engagement with potential visitors.
- Public Relations (PR). We orchestrated a PR campaign and collaborated with local media and day out bloggers to amplify our reach.
- Digital Ad Campaign: A targeted four-week ad campaign was launched just ahead of the school holidays to capture the interest of families.
The results
The results of our launch campaign for Jurassic Cove were outstanding across multiple channels:
Email Marketing
- Subscribers: 3,840 new subscribers pre-opening
- Open Rate: 63%
- Click-Through Rate: 16%
Social Media
- Facebook Page Visits: 24.5K
- Organic Reach: 89.9K
- Instagram Organic Reach: 12.8K
Website
- Users: 17,834 within the first two months
3,840
New subscribers
12.8K
Instagram Organic Reach
“We had the pleasure of working with Agility for the launch of our Jurassic Cove Adventure Golf in Nottingham, and we couldn’t be happier with the results! From the very beginning, their team took the time to understand our vision and crafted a comprehensive digital marketing strategy that truly brought it to life. Their expertise in digital and social media was invaluable. They created engaging content, generating buzz and excitement in the lead-up to our grand opening. The launch of our new website was seamless, thanks to their attention to detail and creative approach. The site perfectly showcases our attraction. Overall, Agility played a crucial role in making our launch a success. Their innovative strategies and dedication to our project were evident at every step.”
Charlton Cooper, Director, Teen Spirit Ltd
