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Dec 14, 2007

Slime!


A neat way of combining marketing and education with the topical subject of slime!

Objectives 
The Deep introduced a major new animal exhibition designed primarily for children to give the attraction a new marketing hook, launching just prior to Easter 2007. The marketing team were involved in the exhibition development to ensure it was marketable. It is the largest exhibition of its kind in the world. 

Methods 
In order to tell the story of slime and how it works in the wild, both marine and land animals are featured in the exhibition. Key animals that feature in marketing; Giant African Land Snails and Blue Poison Arrow Frogs. Slime! was developed as a sub brand. Slime! with its own green logo, cartoon ‘and website presence. The challenge has been to make sure that Slime! is always seen as part of the visit to the attraction where sharks are the prime hook. We launched in advance to travel trade then to consumer audience via national and local media 3 days before opening in the Easter Holidays. Local press were also given a teaser story as part of our 5th Anniversary story released late March. 

Results 
Massive consumer awareness achieved via ad campaign and ‘ Snails on tour’ - Deep exhibition with live snails at events including The Great Yorkshire Show and the Lincolnshire Show as well as at major shopping centres. 50,000 branded Slime pots a marketing giveaway to help generate awareness of The Deep and its website address. 

Visitor numbers over target indicate an increase of 15,000 visitors Mar – July 07 on Mar-July 06


The Deep

COMMENDATION received in BIAZA Awards 2007 for Best marketing project - Amanda Alabaster Award



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