Eden is a unique, awe inspiring, fun place, but the advertising had lost all sense of this. There was also no differentiation between the local and visitor audiences and their individual media habits.
Each event ...from facepainting to celebrate the Gruffalo’s birthday in May to billboards dominating all southbound motorway services and a huge banner flying above Cornwall’s beaches to promote the Dinosaur summer campaign...was treated individually, identifying the appropriate audience and injecting an Eden-ness into all activity.
Most successful summer for 4 years. 1st time media has achieved double figure visitor recognition