Entertainment: Tree-top attraction swings to success

Berkeley PR was called in to help boost the popularity of the tree-top attraction.

Go Ape: Berkeley PR was called in to help boost the popularity of the tree-top attraction
Go Ape: Berkeley PR was called in to help boost the popularity of the tree-top attraction

Campaign: Raise national awareness of Go Ape Tree Top Adventure
Client: Go Ape Tree Top Adventure
PR team: Berkeley PR
Timescale: January-December 2011
Budget: Less than £50,000

 

OBJECTIVES

  • To elevate its brand presence in the media to compete with similar attractions
  • To increase visitor levels to its 27 sites.

STRATEGY AND PLAN

A February half-term campaign was launched, with national, lifestyle and broadcast writers invited to a Go Ape course.

Next, the press were contacted with feature ideas following research on the merits of Go Ape as an alternative way to get fit.

Berkeley PR also supported new course openings, including the Go Ape Tree Top Adventure course openings in Southampton and Aberdeen, and the launch of a tree-top route for youngsters at Itchen Valley.

MEASUREMENT AND EVALUATION

More than 350 pieces of media coverage were generated, including The Sunday Times, The Sun, BBC Breakfast and Capital Radio. The team also exceeded its target of 60 press visits during the year.

RESULTS

During the course of the year, Go Ape exceeded its target of bookings across all courses and beat visitor figures from the same period in 2010.

Following Go Ape's appearance on This Morning, the company's website experienced the highest number of hits recorded in its entire history.

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