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Case Study: How Birmingham Updates Helped The National Sea Life Centre Boost Footfall

Located in Brindleyplace, Birmingham, the National SEA LIFE Centre Birmingham is an aquarium with over 60 displays of freshwater and marine life, including a million-litre underwater tropical tank. It is one of the major attractions in the city and is popular with families.

The National SEA LIFE Centre was looking to drive visitor growth around Easter school holiday. With Easter approaching,  they wanted to maximise the presence and distribution of their messages to attract footfall.

"In a fragmented media and social landscape, we can no longer reach our goals for awareness and reputation through traditional media and PR. Updates enables us to amplify our proposition and message to its audience."

—Chris Coventry, Marketing Manager at The National Sea Life Centre Birmingham

STRATEGY

Birmingham Updates developed a four-stage campaign for The National Sea Life Centre around the above goals.
 

The campaign focused on major displays through entertaining and engaging content. It consisted of an article about the octopus display with a video showcase, a penguin feeding video, a turtle feeding Facebook live stream, and a penguin playtime Facebook live stream.

National Sea Life Centre Birmingham's campaign on Birmingham Updates

RESULTS

With high engagement rates on social media, our content was shared and commented upon with families all expressing interest in visiting.

The National SEA LIFE Centre saw a higher-than-expected visitor count over Easter as hot weather is often a detriment to footfall. SEA LIFE praised BU for their consistent messaging and innovative content.

“Updates really understood our business and our consumer. They are creators, developing content and ideas – encountering our challenges right along with us... With such a strong and engaged following Updates have been able to help achieve our objective of organically and authentically turning their audience into our advocates.”

—Chris Coventry, Marketing Manager at The National Sea Life Centre Birmingham

Interested in Birmingham Update's partner programmes? Find out more here.

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