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Steeling the Limelight – The Launch of Magna’
for Magna Science Adventure Centre, Rotherham
Three gold award winners for Best Consumer Campaign,
Best Use of Photography or Design and Grand Prix
Award, IPR NW Awards 2001 |
INTRODUCTION:
OMagna is the UK’s first Science Adventure Centre,
dramatically set within a giant former steelworks in
Rotherham.
On appointment, media audits revealed negative media
attitudes. Regional TV producers and the Yorkshire press
mistakenly believed it was to be a steel heritage centre.
Media predicted it would join other failed or problematic
visitor attractions in Yorkshire.
Results
Magna proved the sceptics wrong with PR playing a major
role in the dramatic turn-around of regional and national
media support and the winning of public opinion.
- Total Advertising Vale equivalent
£2,871,954 in just
eight months.
- Total editorial coverage (readership) 164,738,488.
- 90% of coverage deemed positive by client.
- 63% awareness amongst target audience heard, saw or
read about Magna in the Media (Yorkshire Tourist
Board market research).
"This was the toughest
damage limitation exercise made the more remarkable
by its transformation into an astonishingly successful
consumer PR campaign…"
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