Case Study: ZUFARI: Ride into Africa  

Client: Chessington World of Adventures Resort 
Campaign: Launch of ZUFARI: Ride into Africa (part of a 12 month PR campaign)
Brief: To Launch Chessington World of Adventures Resort’s newest multi-million pound attraction to the MICE industry. 
Objectives: 

• To support Chessington in the launch of ZUFARI to the MICE industry and communicate key messages in all press material
  
• Invite and host journalists at the launch event
  
• Secure, brief and direct photographer 
  

Action: 
To create awareness and buzz prior to the launch party, Big Wednesday distributed releases announcing the expected completion date of the new attraction and news on new animal arrivals.

Big Wednesday invited and hosted journalists from MICE publications and organised overnight stays in the hotel. Prior to the event Big Wednesday secured a double page spread with Stand Out magazine providing exclusive interviews and photos of the event. To maximise exposure other publications received limited photos of the event and a press release. 

    Results:

• Print coverage secured in Stand Out resulted in a double page spread; approximately 30,000 readers were reached with an editorial value over £15,000. Online coverage in leading MICE publications including Event, Conference & Incentive Travel and ITCM reached 171,137 unique users
  
• Combined online coverage of package news and the post event release reached 763,023 unique users 
  

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