The Dinosaur Park Tenby
Services used:
71,000 unique website visitors in 7 months!
The Dinosaur Park Tenby is one of South Wales’ most iconic tourist destinations for families. Opened in 1994 by Amanda and Simon Meyrick, this unique theme park offers walking trails and an array of Jurassic-themed activities that has attracted thousands of visitors every year. In February 2023, the Dinosaur Park Tenby joined InSynch on a Total Digital Marketing package to increase awareness of the park across the UK.
The Client’s Aim:
The Dinosaur Park wanted to drive awareness of the park, and park visitor numbers as a result. Their primary audience were parents holidaying in Tenby, looking for things to do for their children. They hoped that casting a wider net with digital advertising could improve visitor numbers.
We talked with them about their needs and goals in a 1-2-1 consultation and proposed the folowing strategies:
- Geotargeted PPC advertising across Google and meta, with the aim of making visitors to Wales aware of the park
- Social media management driving brand awareness and the family friendly experience
- Search engine optimisation with a focus on catching activity seekers
- Branding & website design consultancy to sell the park to website visitors
What We Achieved
There’s no ‘one-size-fits-all’ approach with digital marketing, and our approach at InSynch is always bespoke for the client’s business and needs. That’s what makes our Total Digital Marketing packages so successful for our clients.
Perhaps the most important part is understanding your target customer – who they are, where they are, and how they make a purchase or a decision. This was essential for optimising The Dinosaur Park’s digital presence towards people most likely to visit.
PPC Advertising
We advised the park to reach parents, especially those on holiday and/or within travel distance to the park. Our marketing experts built an audience of parents of children of a certain age, in a radius of popular holiday parks and tourist towns around South Wales.
We constructed the PPC ads targeting the unique aspects of this audience, using signals to target websites of parental interest, such as Mums Net. Overall, geotargeted PPC advertising successfully raised brand awareness. The Dinosaur Park have garnered over 400,000 impressions across Google’s display network.
Social Media
We used a similar approach towards their organic social media management, asking who were they socialising and sharing media with? And were these people decision-makers? For the client, their brand had to highlight how brilliant the park is for a day out, relating to parents on a social level.
The Dinosaur Park had such a rich reserve of photo and video content, which we took full advantage of to create Reels and stories for maximum reach. Using Meta’s platforms of Facebook and Instagram, the park garnered 44,000 impressions from parents.
SEO
We carried out extensive keyword research for the client, to see what the majority of their audience was searching for online. We compared search volume between the different regions of the UK, to see if there were different trends. Through this, we discovered many parents were using search engines to find things to do while on holiday in Wales.
With these results, we optimised the website and Google My Business with a focus on ranking in local searches. Since February 2023, the client has seen 71,000 unique website visitors.
Branding & Website Consultancy
The client had a very extensive website rich with information, and we advised them on the best way to present itself in order to appeal to parents. Without an option for online booking, it was important to ensure the website acted as an interactive brochure. We encouraged them to approach it with the mindset of a parent, and ensuring their questions had an easy-to-access answer.
In conclusion, our efforts with the Dinosaur Park have proven successful, and the Meyricks were very happy with the results. They plan to employ our services again, ahead of the 2024 holiday season.
What The Dinosaur Park Tenby Have to Say:
“At The Dinosaur Park Tenby, our mission was to make our visitor attraction stand out in the vast digital landscape, amidst increasing competition. From the moment we partnered with InSynch, their enthusiasm for our business was evident.
They talked through our goals and challenges, crafting a comprehensive strategy that would elevate our online presence. Their approach was both professional and approachable, making the complex world of digital marketing feel not so daunting.
InSynch guided us with their advice on paid and organic activity, balancing our budget to maximize reach and engagement. Their friendly communication, depth of their insights, and their commitment to our success made us feel like we were truly evolving in the digital realm.
Our partnership with InSynch has been nothing short of transformational. Our website traffic has surged, our social media presence is growing every day and our brand visibility has risen. If you’re seeking a digital marketing team that combines professionalism with a warm, friendly approach, we strongly recommend InSynch!”