How a lot of hot air did the trick in getting families to look at blackpool with a fresh pair of eyes

Make it happen  Brazen’s brief was to create talkability and promote Blackpool’s summer campaign, ‘Blackpool’s Back’, to help attract families back to the world famous seaside resort. Working with key stakeholders, Merlin Entertainments and Blackpool Council, plus other local attractions and outlets, for an integrated, resort-wide approach.

What we did  We masterminded an award-winning, content-rich PR campaign to help make families see Blackpool ‘Through the eyes of a child’.

Our content worked across multiple channels to create engagement and shareability, spanning traditional media, social channels, branded rich content, bespoke video and search marketing.

Creative tactics included a 25+ national press trip programme for media and their families, a mummy blogger engagement drive, an interactive resort guide written by children for children, a national news story revealing how kids would prefer to go to Blackpool than Orlando, infographics plus a social media and SEO drive.

And at the heart of the campaign was a world-class, televisual stunt to truly put Blackpool back on the map.

We inflated the World’s Largest Beach Ball (18m tall – as tall as the White House) on Blackpool Beach in a Guinness World Record attempt – capturing hearts and minds around the globe.

Screen time  Blanket national and regional media coverage, mentions on global news sites and trending social engagement. 135+ items of coverage with a reach of 100M+ in two months, all with positive references for the resort inc The Sun, Mail Online, Telegraph Online, The Star, The Independent, Granada Reports and BBC North West Tonight. Deemed a huge success by all stakeholders, with positive impact on footfall and resort perceptions to date. Winner – Gold – Best Event – NW CIPR Awards.