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Cadw

Launching Wales’ Biggest Historic Adventure

August 2018 saw the arrival of two brand new visitor attractions at Caerphilly Castle — Gilbert’s Maze and The Dragons’ Lair.

Designed, managed and launched by Equinox, the Caerphilly Castle project was part of Cadw’s Castles Alive! campaign — which was created to raise awareness of Wales’ top castles and reinforce Cadw’s monuments as an intrinsic part of the Welsh tourism offer.

     Tactics

  • Worked with partners, Theme3 and Wild Creations, to develop two new visitor attractions to appeal to families — Gilbert’s Maze was created to tell the story of the Castle’s history, while The Dragons’ Lair was built to capitalise on the success of the Cadw Dragons and evoke the magic of Wales

  • Coincided installation of new attractions with a makeover of the castle grounds, complete with new ‘theme park’ style signage

  • Staged PR announcements for Caerphilly Castle, including ‘plans submitted’ story in May, ‘build begins’ story in July and ‘official opening’ media call in August

  • Implemented organic and highly targeted paid-for Facebook campaigns through each stage of the project, to drive engagements, awareness and spread word of mouth

  • Created engaging multimedia content for Cadw’s social channels, including drone and lifestyle footage of both attractions

  • Booked a Gilbert de Clare interpreter to entertain visitors onsite through August 2018 – pre and post launch

  • Partnered with Visit Wales to share news about the project through their channels

  • Brokered bespoke editorial and advertising partnership with WalesOnline, including creation of innovative Facebook Canvas campaign and kid critic video

  • Designed highly-promotional outdoor advertising campaign with Caerphilly Castle focus — to drive awareness of the project during the building process

  • Arranged stakeholder event to coincide with the official launch at Caerphilly Castle, complete with attendance of various community and political stakeholders

  • Shot Caerphilly Castle TV advert for delivery ahead of October Half Term – to attract families to experience new on-site product.

     Results

  • Generated a total PR OTS of 17m, with Wales-wide and national coverage

  • Received a social reach of 405.6k, 50k social engagements and 196k views of campaign video content

  • Generated 195k views of WalesOnline sponsored content, with thousands of positive comments

  • Secured 29.6m impacts through outdoor advertising in Caerphilly, Cardiff and Newport

  • Received a huge 1m reach, 912k video views and more than 13k shares on Visit Wales Facebook Live content at the launch event

  • Welcomed nearly 10k visitors to Caerphilly Castle in August 2018 – up by 11.1% on August 2017 and more than 100% vs. July 2018.