The challenge01
The Edinburgh Dungeon had the challenge of reaching out to a new, younger audience and raising brand awareness, more specifically targeting Millenials and Gen Z. We developed a strategy focused on multiple channels with an objective of engaging these untapped customers, delivering measurable results and ultimately growing the business in a new market.
The strategy02
From the Home of Halloween campaigns to your not-so-average Valentine’s day campaign, The Dungeons have been featured in many national and local media outlets, such as a 3-minute national TV feature on STV.
Influencer marketing was used in a variety of campaigns, from the ‘Home of Halloween’ campaign to the not-so-traditional Valentine’s Day campaign, where a variety of national and local celebrities; influencers and Youtubers endorsed The Dungeons by posting content on social channels to boost reach and extend their regular clientele.
We’ve been able to deliver a bespoke solution for a number of demands by working closely with The Edinburgh Dungeons, from brand recognition to brand reinvention, and most importantly… sales!
Not to mention that our ‘Halloween at Home’ campaign was nominated for The Best Marketing Campaign of 2019.
2M
users reached on instagram
4.5%
engagement rate on social content
1M
in press reach
Monumental Marketing worked with us at The Edinburgh Dungeon with a specific brief to increase our awareness as a tourist attraction amongst a young, “cool 20s and 30s” audience focusing on influencers and social media marketing.
Despite limited time and a relatively small budget, Jamie and his team went above and beyond and delivered a high quantity and quality of well researched and targeted influencers, always thinking creatively of ways to get our brand out there and talked about via their platforms. When an idea didn’t come to fruition, the team always had a plan B and worked hard until we saw the results we needed.
Thanks to Monumental, we secured prime time television and radio in Scotland which was a key win for us. Jamie and his team were always available and maintained regular contact, updating us regularly and maintaining a live reporting document for us to track campaigns in real time.
Monumental Marketing are passionate about what they do and are young, energetic and highly dedicated with a strong professional outlook, we could not recommend them enough.
Emma Jamieson
Regional Marketing Manager
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