Wookey Hole

The Challenge

Wookey Hole, renowned for its magical and awe-inspiring caves, introduced a captivating new feature – a giant replica of the moon (that’s right, the moon!) inside the caves! The challenge was to unveil this mesmerising new installation, creating excitement and desire to visit, resulting in increased footfall for the destination. Securing strong media coverage and public awareness around this unique attraction was key, ensuring that families, especially children, knew it was a fun and educational experience.

"ADPR provided solid support on the Wookey Hole Moon Project, delivering a good balance of broadcast and earned media coverage. Their outreach helped us gain visibility across a range of platforms, and the media attention contributed to the project's overall success. We were pleased with the professional approach and the outcomes they achieved."

Karen Brixey-Watts, Marketing Manager

The Solution

To ensure maximum exposure for Wookey Hole’s breathtaking moon installation, we developed an engaging media strategy to highlight the appeal of Wookey Hole’s moon installation as a must-see experience for families.

Firstly, we drafted a compelling press release showcasing the scale and wonder of the new installation, and sold it into key local and national media outlets, including broadcast media channels.

We also organised exclusive press previews, inviting journalists to experience the installation within the magical setting of the caves before anyone else, ahead of its official launch to the public, targeting key local stations such as the BBC and ITV West County.

To further enhance our outreach, we also reached out to influencers in the South West, including those who had previously visited Wookey Hole and loved their experience. We presented this idea to further increase our reach for the launch, but also to showcase, first hand and in real life, the true gravitas and awe of seeing a moon, underground!

The Results

Our strategy successfully promoted Wookey Hole’s moon installation as a must-see family attraction. We secured major coverage, including ITV filming on-site and Radio Somerset featuring a live interview with one of the team on the launch day. BBC West Country’s Will Richards attended and produced engaging video content for social media too.

By focusing on the installation’s educational and fun aspects for families, we ensured Wookey Hole reached more than 200 million people through various media channels, in a variety of interviews, live recordings, extensive press coverage and social media posts.

Our influencer marketing secured visits from x10 influencers/bloggers, collectively reaching over 251,00 followers. This strategy allowed us to utilise the influencers’ networks, increasing our reach and engagement further, particularly with a unique hashtag created and used by visitors: #moonmoments.