Shaking up the communication strategy
Dynamic Earth is a 5-star Edinburgh visitor attraction and achieves strong levels of customer satisfaction. The business challenge however is constantly to maintain and attract more visitors, by ensuring that the right messages are being communicated through effective marketing.
Research was commissioned to identify how to establish Dynamic Earth as a must-go Edinburgh attraction. We needed to understand the competitive spectrum, the influence and effect of advertising and any perceived barriers to visiting.
7 focus groups were conducted with people living in and around Edinburgh, including parents of primary-aged children and grandparents (an important target sector). Groups were conducted at Dynamic Earth and online, and made full use of creative materials and techniques to explore people's perceptions and experiences.
We gained a clear understanding of non-visitors' perceptions and how a shift could be addressed. A new proposition was defined around the value of sensory experiences and interactive activities, and recommendations for a revitalised brand personality. Striking advertising work by Lewis was subsequently produced, re-energising the brand dynamism and appeal of Dynamic Earth as a must-go place to visit.