Using PR to drive record Christmas revenue for SnowDome
Discover how we helped SnowDome achieve its best Christmas revenue to date by securing national coverage, a 143M+ reach, and record-breaking ticket sales.
Challenge
To elevate awareness of the SnowDome’s Santa’s Winter Wonderland, which has been running for nearly 25 years. The Christmas event is locally loved, but was missing out on key press mentions in regional and national media to help drive further footfall and sell more tickets. Especially for midweek and post-Christmas bookings.
Solution
We faced a tight turnaround and a competitive landscape. We leaned on our expert leisure marketing strategies and press release distribution services to sell this story.
We positioned SnowDome as the ONLY place to guarantee real snow at Christmas, building the rest of Winter Wonderland around this hook. This tapped into the emotional link between Christmas and snow—an angle we knew would grab attention.
We sold the story into national, regional, and niche media, securing extensive coverage that far exceeded the client’s expectations.
Alongside this, we ran a reactive press office for six weeks, responding quickly to journalist requests on festive activities. This strengthened our regional and national results even further.
Impact
In just 6 weeks, we achieved:
-
17 pieces of press coverage
-
Coverage in the likes of The Sun, The Telegraph and I News
-
A 143m+ reach from all press coverage
-
2 media visits from national journalists
-
Interest from ITV Central regarding filming at the SnowDome
The SnowDome reported back to us that 2024 was its best Christmas for revenue to date.