“We’ve had some of our best PR with you, which has seen our visitor numbers hitting budget consistently.” 

The York Dungeon


The brief

When The York Dungeon put out a plea to PR agencies to help the attraction find its lost voice, what could we do but offer to assist?

The Dungeon team was looking for ideas to reinvigorate PR activity around new shows in 2017 and raise its profile to remind locals why they should visit, as well as attracting tourists visiting the city from further afield. 
Having won the pitch on the strength of our ideas, we set about refining those ideas into a series of activities reflecting the Dungeon’s journey into 2,000 years of York’s horrible history to promote the new shows and help the attraction reclaim its reputation as the place to go for cheeky, scary fun in the city.
The York Dungeon

The campaign

Part of the Dungeon’s appeal is its irreverence. Mischief, black humour and scares combine to make the attractions a must visit for anyone who likes a scare and also likes a laugh.

Our stories and campaigns focused on communicating these brand values, ensuring at the same time that we stayed the right side of controversy whilst appealing to the Dungeon’s broad target age range. 
We cast doubt over the location of Dick Turpin’s remains; saw the notorious highwayman return from the dead; put some local lawyers on the wrong side of the dock to launch a Wrongful Convictions show and encouraged Viking God Thor to enter the York Pride parade disguised as Freya to bring a lesser known Viking sage to life. 

The results

The PR campaign and heightened media profile certainly gave the York Dungeon its voice back in the local area and beyond, and helped the team meet its visitor targets. 
Simon Alnaimi, marketing executive, said: “We’ve had some of our best PR with you, which has seen our visitor numbers hitting budget consistently.”


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