CASE STUDY

Wherstead Park

Our proactive PR and digital marketing campaign for Suffolk-based events venue Wherstead Park helped them to boost ticket sales, increase website traffic and achieve a sell-out summer concert.
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Client

Wherstead Park

Sector

Food and Drink

Events, Leisure & Tourism

Services provided

Public Affairs

Digital Marketing

Events Management

The Situation

Wherstead Park engaged PLMR Genesis to support with increasing ticket sales for their summer series of ‘In the Park’ events, as well as boosting their brand awareness and reputation as a prestige and flexible venue space for private hire in Suffolk. 

Among the events calendar was a ‘Best of British’ Concert for the King’s Coronation, which faced a challenge with insufficient ticket sales and unprofitability just a week before the scheduled date. In response, Wherstead Park sought the expertise of the PLMR Genesis team to devise a strategic solution aimed at rapidly increasing ticket sales within this constrained timeframe.  

What we did

Our team delivered an integrated approach for Wherstead Park. This included a schedule of pre-event press releases to gather interest for each event, targeted to local media and What’s On guides, alongside a robust digital advertising campaign across Facebook and Instagram. We also completed a full website audit and optimisation to ensure it was ready to receive volumes of traffic and to ease the ticket-purchasing journey for customers.  

For the under-performing ‘Best of British’ Concert event, we took immediate action to boost ticket sales by developing two distinct digital adverts. We created eye-catching graphics, wrote enticing copy to compel readers to take swift action, and we introduced a 20% discount incentive to further encourage ticket sales. 

The Result

Tickets for the ‘Best of British’ Concert dramatically increased, generating 500+ link clicks, 53,000 impressions, and an average click-through rate of 2.76% in just one week. The event was a complete sell out with total attendance near 400. 

Notably, the strategic execution of the digital advertising campaign encouraged the sale of higher-priced ticket tiers such as ‘priority access’ and VIP, further underscoring the efficacy of the campaign and enhancing the overall event experience for both attendees and the venue. 

The ‘Best of British’ Concert was one of 16 digital adverts within the ‘In The Park’ summer campaign. Overall, the summer campaign generated over 1 million impressions and 10,000 link clicks with an ad spend of £2,400. As a result, PLMR Genesis continued to offer integrated PR and digital support for Wherstead Park’s Christmas party nights, all of which sold out. 

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PLMR’s crisis communications experience is second to none, and includes pre-emptive and reactive work across traditional and social media channels. We work with a range of organisations to offer critical communication support when they are faced with difficult and challenging scenarios.