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Newark Wonderland at Christmas

Encouraging shoppers to visit Newark during the festive period

540,000 audience reach
100% positive sentiment
6p cost per engagement

Background

Cartwright Communications was appointed to help Newark and Sherwood District Council to promote Newark as a shopping and leisure destination during the festive period – and to help support retailers who had felt recent water works in the town centre had impacted on footfall.

The Newark Wonderland campaign focussed on utilising online and social media channels to engage with people from across Nottinghamshire to encourage them to visit the array of shops and leisure destinations available in Newark throughout the festive period.

Approach

This social campaign was designed to target audiences across Nottinghamshire with content aimed at encouraging them to visit Newark and its unique array of retail and leisure services in the run up to Christmas.

We worked alongside the Totally Local Newark team to create a range of engaging content for use on its already established email and social media channels. As well as creating email newsletters and bespoke video content, we also teamed up with local influencer @CordeliaHearts to help generate conversation around Newark and what it had to offer consumers as she visited Vintage Vixen – a vintage boutique in the town.

Our campaign predominantly utilised Facebook and included a mix of organic content and advertising on the platform, utilising media relations as a secondary tactic.

Results

Newark Wonderland generated real excitement online and undoubtedly met Newark and Sherwood District Council’s objective of ensuring retailers in the town felt supported and that the Council was proactively investing in their success at this crucial time of year.

The social media content generated by Cartwright reached nearly 300,000 local people organically – with a further 170,000 reached through promoted content. Our partnership with Jenn of Cordelia Hearts received impressive engagement both on her own channels and the Vintage Vixen channels as a result of her visiting the boutique and featuring both on her Instagram story and feed. All interactions on social media were positive in sentiment.

Our media relations strand also reached approximately 70,000 people, with coverage achieved in local titles including Newark Advertiser, Notts in Focus and Lincolnshire Life.

  • 470,000 online reach
  • 100% positive interactions on social media
  • 6p cost per engagement
  • 70,000 media reach

"Thank you for all your good work on the Newark Wonderland campaign. The campaign was very well received by Councillors, businesses and members of the public. The partnership approach seemed to work particularly well. There are certainly some impressive statistics and public comments that prove the value of the campaign. I imagine it will be a contender for a PR award or two. "

Richard Huthwaite, tourism marketing manager

Newark & Sherwood District Council

Retail

Cartwright Communications was appointed to deliver a digital-led campaign to help promote Newark as a shopping destination in the run-up to Christmas, owing to the team’s experience in social media and PR.

Social Media

We advise and manage social media advertising campaigns to maximise reach, achieve demonstrable return on investment, and even deliver solid sales leads. Whether training your team to manage social media in-house, looking after a crisis, or handling everything from concept to content, we can help.

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From community management to analysis and reporting, we offer full-service social media management which ensures round-the-clock monitoring, crisis management, influencer management and reactive opportunity appraisal.