Cadbury World is the family attraction based in Bournville, Birmingham. Its 14 different zones offer visitors the chance to experience the magic, making and history of Cadbury chocolate.
Rewired has been retained by Cadbury World since April 2010, working closely with the attraction’s marketing manager.
Amongst Rewired’s objectives for 2013 were maintaining and increasing awareness of Cadbury World amongst target audiences, supporting the calendar of events through press coverage and driving footfall, particularly during the attraction’s quieter months.
We have built on the achievements already delivered for Cadbury World in previous years, continued to develop relationships generated with key target media, and made introductions to new journalists and bloggers. Rewired has also looked to develop content which reaches out to new potential audiences, with a view to ensuring continued expansion of the customer base.
We continue to operate a proactive press desk, and developed a discrete proposal and supporting events calendar to encourage press visits throughout 2014.
Rewired has developed strong relationships with target press, particularly leisure, travel and entertainment journalists.
In 2013, we secured over 230 items of print media coverage, 35 of which featured in national media – the national media coverage figure is the highest yet achieved for Cadbury World.
In total, almost 400 items of coverage has been generated.
Rewired’s work for Cadbury World has contributed to year-on-year increases in visitor footfall, with a new high of 600,000 visitors recorded in late 2012. Indications are that 2013 represented a new high.