The Heights of Abraham

Raising the Profile of Iconic Destination Attraction

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Commercial challenge

Our goal was clear: to increase awareness of the Heights of Abrahams 40th anniversary and drive footfall through key trading periods, while also launching their first-ever light trail and securing pre-bookings for the Christmas season. The client needed to amplify the excitement surrounding their major milestones. The challenge was reaching beyond a local area, targeting both regional and national travel media, particularly key segments like families and the Asian travel market. Additionally, we needed to raise our profile during peak periods, such as school holidays, and attract media attention to cover and review the anniversary events

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Human approach

To truly connect with audiences and drive engagement, it's essential to understand how people think and make decisions. Our strategy focused on the client’s objectives while keeping the human element at the core of every move.

• Media Outreach: By targeting regional and national travel media, we helped the Heights of Abraham reach audiences well beyond the local area. The goal was to inspire excitement around the 40th anniversary and the launch of the light trail, capturing the attention of potential visitors from key cities like London and Manchester.

• Targeting the Asian Market: Understanding the unique needs of the Asian family travel segment, we crafted tailored messaging that positioned the Heights of Abraham as an ideal destination for day trips and weekend escapes. The goal was to resonate with this audience and drive meaningful engagement.

• Influencer & Content CreatorCampaign: By collaborating with over 35 family bloggers and influencers, we leveraged user-generated content to not only increase visibility but also create authentic connections. The content created through these collaborations gave the Heights of Abraham a lasting, relatable presence on social media, turning audiences into advocates.

• Press Trips & Reviews: Press familiarisation (fam) trips gave journalists firsthand experiences of what makes the Heights of Abraham special. Their reviews, highlighting the new light trail, anniversary events, and surrounding attractions, served to elevate the park’s reputation as a must-visit destination in the Peak District.

• Key Event Support:Strategic timing was essential to create maximum impact. By ensuring media presence at the launch of the anniversary season, we helped the Heights of Abraham secure the kind of attention and coverage that drives footfall during critical periods.

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Results

The collaboration between Gough and the Heights of Abraham delivered impressive, measurable results that exceeded expectations:

• 50+ Pieces of Coverage: With over 50 features in both national and regional media, including major travel titles such as The Sun, The Telegraph, and Birmingham World, the campaign significantly expanded the attraction’s visibility well beyond its local audience.

• National & Regional Title Success: Our targeted outreach strategy secured widespread coverage, driving awareness and boosting visitor interest from regions far outside Matlock’s immediate area, strengthening the attraction’s position as a destination of choice.

• Influencer Campaign Impact: Partnering with over 35 influencers generated a 15%increase in social media following in just six months. The user-generated content (UGC) collected throughout the campaign not only increased visibility but also provided valuable marketing assets for future use, eliminating the need for expensive photo and video shoots.

• Press Trips & Journalist Engagement: Well-executed press trips led to highly positive reviews, further amplifying visibility during key family travel periods and boosting excitement for the anniversary events and the debut of the light trail.

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