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A good PR stunt is simple, effective and it needn't cost a fortune either. Here's what a handful of European attractions did recently to get themselves into the headlines. Hopefully it may give you some inspiration at your park or attraction.
A world record attempt provides a good opportunity to create some positive coverage, but it should always been in keeping with your park’s values and have some resonance to the ride, attraction or event you are trying to promote.
At Tripsdrill in Cleebronn, Germany, the park set a new record recently for the world's longest line of socks (pictured above/below) - almost 2,324-metres long. A total of 27,868 socks were strung out in front of the park's “Rauhe Klinge” castle, and available for guests to view over the late May holiday period.
At first sight, the quirky stunt may have little to do with an amusement park, but given Tripsdrill's eccentric theming, where attractions include a bathtub-themed flume ride and washtub-themed raft ride, it was more than fitting. Visually, it looked great, and was perfectly in keeping with the Fischer family's charming park.
Now recognised by Guinness World Records, Tripsdrill's owners are already thinking about their next record attempt.
At Walibi Belgium, the park's management wanted to reignite interest recently in its Flash Back water ride. The attraction features three drops - including one backwards drop - and to reinforce the fact visitors to the park in Wavre near Brussels were asked to do everything backwards from the moment they stepped through the front gate on April 24.
As part of “Rewind Day,” guests were encouraged to post their videos to the internet in what Walibi hoped what become a “viral” sensation akin to flash mobs, freeze parties and lip dubs. Such videos have been viewed millions of times, so clearly the park would be on to something if successful.
A quick search on YouTube reveals that Rewind Day footage has yet to reach such popularity, but Walibi is keen to encourage further “Rewind” stunts, such as supermarket shopping backwards, reverse running in the gym or going to work backwards. Video can also be viewed directly on the Walibi Belgium website.
BURKE & HARE
The Edinburgh Dungeon, Merlin's famous history-meets-horror attraction in the centre of the Scottish capital, is launching an online marketing campaign to promote a new exhibit dedicated to Burke and Hare, Britain's first acknowledged serial killers.
Burke and Hare are also the subject of an upcoming film staring Simon Pegg. The horror comedy is due for a summer release and Merlin has appointed search marketing specialist Tug to ensure that people searching for the film online are also aware of the new attraction in Edinburgh.
"People of all ages have become intrigued by this slice of history and are searching for more information,” highlights Tug's managing director, Nick Beck. “Through our creative search marketing, we will raise awareness of the Dungeon's new attraction as a must see exhibition for anyone looking to come 'face-to-face' with this infamous duo."
The campaign will include a combination of link building, search engine optimisation, pay per click activity and online PR.
Below: Rewind Day at Walibi Belgium