Westonbirt Arboretum asked AMBITIOUS to help raise awareness of their new illuminated trail for 2019 complete with an enchanted walk of light projections, interactive displays and woodland characters. The Forestry England team wanted to reach a wider audience this year, so called in our PR agency team to implement a campaign targeting regional, national and trade audiences.
Media relations across regional and national press led the PR activity, with coverage being secured in over 25 publications in print and online including Waitrose magazine, House Beautiful, regional media and BBC channels.
A successful influencer campaign, which engaged over 40 micro influencers to experience the new trail, try out Christmas crafts and enjoy the festive fair and share #EnchantedChristmas resulted in high levels of social media engagement across Instagram, Facebook, YouTube and Twitter.
“The Westonbirt Enchanted Christmas is an event that many of the team have enjoyed over the years, so we were beyond excited to be involved this year supporting the Forestry England team. It’s The National Arboretum, so what better way to encourage visitors to experience the forest in a new and immersive way than at night time when its filled with unexpected displays and festive experiences. We certainly had some willing family members who helped out in the videos and press night photos too!” added Lis Anderson, Director, AMBITIOUS.
This year’s Enchanted Woodland Christmas Trail at Westonbirt Arboretum has been a sell-out event, but visitors interested in visiting the home of 2,500 different species from the far corners of the globe and 5 national tree collections over the Christmas break can enjoy a magical day out every day except Christmas Day.